Vdopia’s .VDO: An ad format to reach every mobile device

Mobile ad network Vdopia has historically worked to ease publishers onto the iPhone (s AAPL) and iPad. But with its latest ad format, Vdopia will enable brands to deliver video ads into mobile browser and apps on multiple different mobile platforms.

Vdopia’s new ad format isn’t served in Flash, (s ADBE) but instead launches a Javascript-based player through which it serves up video assets. As a result, .VDO ads can now be viewed on iPhone, iPad, Android (s GOOG) and Blackberry (s RIMM) devices, with the ability to serve Windows Phone 7 (s MSFT) and Symbian (s NOK) devices being added by the third quarter.

With a little bit of code, publishers can enable their inventory to switch from the typical mobile banner ads to higher-CPM .VDO units. Publishers that are already using the mobile video format include Meredith, Conde Nast, The Onion, Perez Hilton and Buzz Media.

For advertisers, the format provides unprecedented reach across devices, with little additional work required. It claims to reach about 80 million to 90 million mobile devices already, with more on the way. They can simply upload Flash-based pre-rolls, which are then transcoded to work with Vdopia’s Javascript-based player.

That’s one reason that advertisers are signing up to use the format. Vdopia has already delivered .VDO mobile video ads for an impressive list of brands in its beta test. Advertisers include Sony Pictures, (s SNE) Universal Studios, (s CMCSA) Microsoft, (s MSFT) Samsung and Disney. (s DIS)

Vdopia was founded in 2008 and launched in the U.S. the following year. The San Jose, Calif.-based company has raised $4.7 million from Nexus Venture Partners and other investors, and has more than 50 employees in offices that include New York City, Chicago, Los Angeles, Mumbai, Gurgaon, Bangalore and Singapore.