Tapjoy unveils its new mobile video advertising platform

Promises 'much deeper and more meaningful' results than traditional TV campaigns.

Mobile advertising firm Tapjoy has got into video, following a path trodden before by its predecessors and peers in the industry, but with a twist.

Called simply Tapjoy Videos, it's the latest offshoot from Tapjoy's mobile ad marketplace. Advertisers will be able to sponsor content within mobile apps - for example unlocking new content and features in return for someone watching their video - and pay for completed views. If someone stops watching before the end, they don't get the reward.

Ads will also be able to invite people to follow the advertiser on Facebook and Twitter, buy products directly from their website, or forward the video to friends.

"Advertisers are bullish on mobile video ads, and we help them reach more than 50 million people per day in a way that allows them to engage with their audiences in much deeper and more meaningful ways than TV ads ever could," says president and CEO Mihir Shah.

Video mobile advertising isn't new, but tying it to virtual items and currency as a reward for watching is an interesting twist on the model. We'll be keen to hear what kind of conversion rates the new ads are achieving as developers start using them.