Dive Brief:

• Apple has introduced two new ads for its mobile ad platform iAd— full-screen interstitial banner ads and pre-roll videos.
• Both ads are designed to fill the whole screen of an iPhone or iPad in an effort to grab more attention than the often ignored mobile banner ad. 
• The iAd network has also been expanded to Russia and Switzerland — for a total of 16 in-network countries. 

Dive Insight: 

The videos can run 15, 30 or even 60 seconds in length. Like most new ad formats, users will likely complain initially to the full-screen ads, but adapt pretty quickly. Apple will likely need to work with advertisers to develop ads that are intriguing —rather than annoying— if they are going to take over a whole screen.