Sony Pictures? action drama Fury and automobile manufacturer Chrysler are a couple of the brands to use magazine mobile application Flipboard?s new video advertisement capabilities, offering full-page ads with no length restrictions.

With video consumption prevailing via mobile devices, brands are increasingly executing their advertising efforts through video. Following innovations of video advertising abilities among top platforms, such as Facebook and Twitter, other mobile services are catching on to better serve their clients. 

?The type of advertising we?ve developed on Flipboard is focused on brand building, by creating brand awareness, brand affinity and brand preference,? said Christine Cook, head of advertising at Flipboard, New York. ?As more and more people watch video on their mobile devices, we wanted to offer our advertisers the possibility of adding video to the beautiful full-page ads they?re already running in Flipboard.? 

Recent months have been dominated by video, from back-to-school campaigns to video advertising. 

Facebook?s recent acquiring of video advertising platform LiveRail is anticipated to bring a magnitude of revenue for the social platform. Furthermore, Twitter?s testing of its Promoted Videos has led to an official launch of the platform, providing brands with easy access to placing their video ads on Twitter.

All video ads on Flipboard will contain a play button, and when pressed, videos will be made full screen and will also contain audio.

Flipboard?s video ads can go beyond 15- or 30-second pre-rolls, allowing brands to reach its audience in longer forms. 

Sony?s ad, for example, is more than two-and-a-half minutes long. While there is no official maximum length for these ads, Flipboard?s executives realize that it is of these brands? best interests to execute ads that are suitable in length for their audiences. 

Advertisers can buy these ads based on a range of categories across Flipboard on a CPM basis, including travel, sports and entertainment, and the platform aims to widen this program in the coming months.

Other brands to first test the platform are Conrad Hotels and Resorts, Jack Daniels, Europian arline Lufthansa, Principal Financial Group and bourbon whiskey distillery Woodford Reserve. 

Meanwhile, video ads in general gain momentum.

People and Entertainment Weekly magazines hosted mobile-centric video ads to promote Fox?s TV show Gotham and saw a lift in engagement 8 times higher than traditional desktop campaigns.

The campaign ran for three days during annual event Comic-Con and utilized advertising platform Celtra to create the rich media experience, which bypassed the iOS native player and auto-streamed the video in-line with editorial content. Serving as less of a disruption than typical redirecting video ads, the campaign video garnered 5 million plays and more than 300,000 minutes of consumption (see story).

Adidas has rolled out mobile-first video advertisements that adapt to the look and feel of a Web page but maintain flexible layout and design.

The sports brand teamed up with marketing technology firm Unruly to use its original Liquid Layout Technology. Unruly refers to it as a flexible and native experience for consumers (see story).

?We believe that video gives brands a great way to expand their relationship with readers,? Ms. Cook said. ?Brands appreciate us for our elegance and flow; the engagement they have with consumers is deeper than other platforms can provide. 

?For many, it?s also a way to expand the reach of their existing creative.?