Seeking to capitalize on the rapid growth in mobile video, online video ad tech provider YuMe launched a new mobile video format this week dubbed YuMe Mobile Flip with brands Elizabeth Arden, GlaxoSmithKline and American Greetings rolling out campaigns, according to YuMe's Ed Haslam. Beet.TV caught up with YuMe's Senior VP of Marketing for more details.The new ad format allows for interactivity in mobile video that takes advantage of the touch screen capabilities of mobile screens, he says. With the ad format, consumers can "flip" or "swipe" to watch more videos, locate a store, request a coupon or interact with the brand in other ways. "It's like a gesture control on a phone and [the ad] flips over with more interactive opportunities that use more video assets from the brand," Haslam tells Beet.TV in this video interview.The format and the pricing will usually be integrated into an existing or broader campaign, Haslam explains. Mobile is a little more expensive than online and less expensive than connected TVs with $10 to $20 CPMs, he says.The new ad format is designed to extend the reach of a campaign and to boost brand metrics in mobile video, such as brand lift and purchase intent, Haslam says. In general, YuMe has seen increases of 35% in brand recall and 44% to 45% in message recall when marketers use at least two ad venues for a multiplatform campaign.