• by Gavin O'Malley  @mp_gavin, September 25, 2009

Luxury carmaker Land Rover has tapped YuMe to launch a new video ad campaign featuring the video ad platform's new PowerRoll DataConnect feature.

PowerRoll is supported by interactive overlay or graphics -- GIF, JPG, or Flash -- on top of existing video. YuMe's new DataConnect feature lets advertisers pull in any xml data feed, like auto retailer locations, and in real-time display this information to viewers of in-stream video ads.

With Land Rover's campaign, an interactive overlay appears along with their video ad asking viewers if they want to locate a local retailer by entering in their ZIP code. Once the viewer enters their ZIP code, the ad pauses and the address and phone number of the three closest locations is displayed.

The idea behind the ads is to drive more traffic to Land Rover's local retailers, according to Finbar McFall, VP of marketing for Land Rover North America.

"The ability to tie into our database is an opportunity for us to dynamically control the creative message," said McFall. "This ad placement allows us to leverage the immersive power of video together with the engagement of an overlay all in one ad unit."

The viewer can also click and visit the local retailer's Web site. Once the viewer closes the expanded creative, the ad resumes playing. Additional interactive features available within the expanded creative include data collection, such as the email address and polling.

PowerRoll DataConnect is part of YuMe's ACE video ad platform. It follows the recent launch of its InSynch Video Takeover ad placement. Brands that have recently launched an InSynch campaign include Axe, Dove, VitaminWater, Universal Pictures and Kellogg's.

In July, ScanScout Network ranked as the Number 1 video ad network with a potential reach of 80.1 million viewers -- or 50.6% of the total viewing audience, according to comScore Video Metrix. Tremor Media ranked second with a potential reach of 71.1 million viewers -- 44.9 percent penetration -- followed by YuMe Video Network with 68.1 million viewers, at 43%.

Land Rover was recently acquired by Tata Motors Limited, India's biggest manufacturer of trucks and passenger cars.