• by Mark Walsh  @markfwal, September 23, 2010

Medialets, the company that introduced the shakeable ad for Dockers last year, today rolls out its latest mobile format: a new type of expandable ad that can unfurl gradually in any direction instead of all at once. The in-app “Adaptable” unit, designed for all iOS devices but especially geared to the iPad, is aimed at giving marketers more flexibility in deciding where expanding ad creative displays on the screen.

One set of demo images of a generic Adaptable ad shows a banner ad for a car at the bottom of the screen. When clicked on, the car drives out of the banner and up to the top of the screen, with the creative appearing at the top as well as bottom of the screen.

“And because Medialets Adaptables support transparency, as our other ad formats do, the creative possibilities are not limited to standard shapes,” states a company blog post announcing the new format.

Among other features, the HTML5-based Adaptable allows for a variety of interactions including pinching and swiping images as well as tilting and, of course, shaking. The unit also lets users click through to a landing page without leaving the app their in. Medialets said the Adaptable banners are available with its Universal SDK for iOS 2.4, released this week. With the latest version of its SDK,  existing Medialets banner slots are automatically updated to support the new format.