• by Mark Walsh , April 11, 2012

A lack of mobile-friendly Web sites and ad landing pages has often been cited among factors hampering the growth of mobile advertising. To help address that issue, video ad technology provider Jivox has introduced new features for its platform that allows marketers to add mobile-optimized landing pages for any video ad campaigns running on smartphones. Using the tools, the company says advertisers can quickly create what it calls “active mobile pages,” for the iPhone and Android-based phones.

The new mobile capabilities include rich media development, “smart sizing,” to preserve the visual look of the page and switch automatically from Flash to HTML5, compatibility with third-party tracking software from companies such as Omniture and support for in-app and in-game interstitial ads.

“Our platform has supported tablet devices for quite some time, but the newest enhancement to our smartphone capabilities for our video ad platform demonstrates our continued commitment to innovation in the mobile space, enabling advertisers to reap the rewards of smartphone engagement,” said Jivox CEO Diaz Nesamoney.

The company was recently named one of the winners of the IAB’s Mobile Rising Stars competition for its Quattro mobile ad unit, which packages a variety of social sharing and other engagement options around a video ad.