Mobile advertising network MobFox has launched vAds, a interactive video in-app ad unit for Android and iOS devices.

vAds combine HD video – which is pre-cached as the app is opened, and shown at an appropriate point once it is ready – with a interactive HTML5 overlay. As well as player controls, the overlay can enable users to download apps, share the video via social media, or register their interest in a product or service, without having to leave the original app.

MobFox has run a beta of the ad format, along with pilots over the summer, and advertisers have apparently seen a fivefold increase in eCPM (effective cost per thousand) compared to traditional banner ads. 

“I am delighted with the response weve had to vAds,” said said MobFox founder and CEO Julian Zehetmayr. “We devised the vAd format in response to advertisers desire for more persuasive ad units. By meeting this demand, weve helped Publishers to earn more. Consumer response has been positive too. Video advertising is clearly here to stay”.