Apple's assuredly making phones with bigger screen sizes, and ahead of that, its ads are getting bigger too. Today the company announced two new ad formats for developers as part of its iAd platform: full-screen interstitial banner ads, and pre-roll videos. Both are designed to take over the entire screen while using an app, and bring developers higher revenue than they'd get with smaller, less intrusive banner ads.
Other ad networks have offered those for a while now, including Google's mobile ad platform. However, up until now, Apple's required some user interaction for ads to take over the screen: you needed to tap a banner for it to pop up, or hit a predefined break during an app or game.
The new format is present on both the iPhone and iPad, and available for developers to start using in their apps today, though the pre-roll videos require iOS 7. According to Apple's documentation, these videos can run 15, 30, or 60 seconds in length..