The Washington Post announced its new “FlexPlay product that will make video advertising faster-loading and more interactive, vastly improving the user experience and increasing engagement for the advertiser.

According to The Post, “FlexPlay leverages proprietary video technology to optimize five to 10 seconds of an advertiser’s creative, turning it into .gif and mp4 flexible size formats. The shorter, high-impact ads will have near-instant load times on any device, reducing the wait time for videos to start. Users can also interact with the ad, sharing it with friends or clicking through to the advertiser’s site.”“We understand that video ads need to be improved and believe they can be a great experience, which is why we’re devoting resources to rethinking what’s possible,” said Jarrod Dicker, Director of Ad Product and Engineering. “We want these video ads to look high-quality, load quickly, and be as interactive as possible wherever a user sees them. That’s part of the power of this product.””With just one file from an advertiser, FlexPlay can easily condense or convert the video for display in a video advertising experience on mobile, tablet or desktop.”

More here.

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