The iPhone mobile ads are fully expandable upon user initiation and provide advanced features including video click-to-play, coupon downloads, integrated mapping technology directly linked to Google Maps, user-initiated click-to-call and form completion. The end user isn’t required to download any plugins or other applications to for the formats to work. The Mpression ad server also provides its in-depth engagement metrics and analytics, allowing marketers to track interaction rates, brand time, and other key measures of activity.