Surrounded by longstanding calls for Apple to bring some creative energy to its somewhat stale iAd mobile advertising platform, it looks like Apple may have finally gotten the message.
AdAge reported Wednesday that Apple will soon introduce video iAds. The innovative ad format will automatically play full-screen within iPhone and iPad apps. This arrangement will remove the need for mobile users to click a mobile banner before the brand's video ad would play.
The people described these new video ads as "interstitials," suggesting that they'll interrupt whatever someone is doing in app. More likely the ads will play at moments of transition, like after completing a game's level or finishing an article.
Apple hasn't formally commented on the rumors, but knowledgeable figures close to iAd say the video ad format is definitely on the way.