Mobile video service Vuclip is launching a new video ad format that claims to optimize ad creative across myriad devices and platforms. The rich media Click2Vid unit is designed to run on 5,500 devices, including feature phones, smartphones and tablets, without manual adjustments by brands or agencies.

The new ad unit is also intended to play within the page a user is already on, rather than requiring a separate landing page. Previously, Vuclip says users would face differing experiences with video ads depending on their handset, often being sent to a landing page first.

The company has been piloting the Click2Vid ad in India with brands such as Hindustan Unilever Ltd. and Cadbury Silk. A six-week campaign for the chocolate brand drew 1 million impressions.

Milpitas, Calif.-based Vuclip says it has 35 million active users worldwide and delivers 20 million videos a day. Its existing ad options include pre-rolls, “advertainment” ads on the home page, and branded background skins. The Click2Vid unit is now available in the U.S., India and Indonesia.