Telescope, the pioneer in participation media services, announced that the first US advertiser has gone live on May 31 using the patent-pending InSkin format, which enables real-time ads to be served to a dynamic frame that wraps around a web site’s media player and provides publishers with a completely new incremental advertising revenue stream. InSkin ads are viewable during the entire time a consumer watches an online video, without the interruptions associated with pre-rolls or mid-rolls.

Telescope is the marketer for the InSkin Advertising Platform in the United States. InSkin has had success in the U.K. since its 2007 launch, working with McDonald’s, Coca-Cola, Toyota, Honda, Warner Bros., Activision, Kia Motors, 20th Century Fox, Emap and Dennis Publishing, among others, with click-through-rates (CTR) up to 19%.

“InSkin responds to the growing online video inventory challenge by offering a new solution for our clients, and we will work closely with them to ensure that the InSkin platform delivers value across a wide range of sites,” said Allen Kalman, Vice President of Business Development at Telescope, Inc. “Advertisers and video publishers will experience new levels of consumer interactivity with InSkin, which also helps to combat banner blindness and pre-roll impatience that has affected many online video consumers.”

The InSkin format works with a web site’s existing video player and ad trafficking system and enables viewers to pause the video and peal over a rich-media ad spot. Once the ad is closed, the video resumes playing where it left off.

The InSkin format enables ads, or multiple spots, to be served at timed intervals for long-form video content, without creating viewer interruption. Clients can combine various interactive features – including games, RSS feeds, product purchases, and click-throughs – and enjoy full monitoring of the viewer experience to provide advertisers with accountability. InSkin ads work equally well for user-generated video and for Flash-driven widget applications.