Coca-Cola has picked mobile advertising exchange AdMob to deliver user-generated video ads to consumers’ handheld devices.
The new campaign targets mobiles with video functionality, displaying Coke banner and text link ads on content sites and linking to a branded landing page.
The landing page allows viewers to watch a number of “Bottle Films” – short videos made last year, some by creative customers and fans in response to a competition on the Coke website.
The videos play in-page and can also be downloaded for viewing later or shared with friends via MMS.
The campaign is being rolled out in 160 countries and is a test for a video ad tools package due to be rolled out later this year.
AdMob last month claimed to have served up its two billionth mobile advertisement.