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]
So a consumer has to download an app to watch an ad? Do they have to download it each time they click an ad? The second time they click an ad does it automatically play?
The ad is just a banner, and the player is embedded. You click through to get the player.
Most newer phones have a built in video player so I suspect that there may be no download required at all.