Mobile ad network AdMob and video company mywaves have teamed up to offer a user-initiated video ad format, which will appear on AdMob partner sites. The ad will appear as a banner unit on a mobile Web page, and it will lead to a landing page containing a mywaves-branded embedded played, which will offer video content selected by the advertiser. Coca-Cola is the first company to sign up for the new mobile video format, called Click-to-Video, which is capable of video playback of ads in approximately 160 countries.

AdMob, Mywaves Offer New Mobile Video Format [ClickZ News]