Procter & Gamble, Universal Pictures, Microsoft, and Ubisoft all participated in beta testing of the initiative dubbed vChoice.
Bypassing pre-roll, the new formats allow advertisers to present the viewer with options to view additional video content such as multiple TV ads, product reviews, tutorials, or long-form branded content.
VChoice was designed to the industry away "from a linear one-way format which has been in place for the last 50 years," according to Jason Glickman, CEO of Tremor Media.
An automaker, for example, can present a short teaser video of a featured model, then present the viewer with several video choices like exploring its entertainment system or viewing a Consumer Reports comparison video.
The formats also support new creative approaches to in-stream video advertising, including interactive games and non-linear storytelling.
In February, Tremor closed a third-round financing of $18 million led by Meritech Capital Partners and including prior investors Canaan Partners, Masthead Venture Partners and European Founders Fund.
New York-based Tremor has raised to date just over $40 million, which it is using to accelerate product development, build up the customer base for its Acudeo video ad platform for publishers, and continue its international expansion.
Tremor opened offices in Germany and the U.K. last year and plans to broaden its presence in Europe in 2009.