Interactive video ad tech provider Jivox is announcing this morning that its platform can now deliver mobile ads on the iPad Mini and iPhone 5, without any additional work by publishers or agencies. Jivox uses a single ad tag that detects the type of device, browser and OS so that an appropriately sized ad is adaptively chosen and delivered. In addition, Jivox can detect which devices have higher quality Retina Display and will deliver high resolution ads to those.
The new features mean that mobile ad experiences traditionally diminished by "safe zone" precautions are overcome. Safe zones are areas in mobile ads that don't include creative elements for concern they won't be visible. With tablets and smartphones now coming in all shapes and sizes, adaptive video ad technologies are going to be essential for advertisers and publishers to have high quality video ads seen and acted upon.