Spotify has announced a new feature aimed to boost its advertising revenues: video ads. It’s launching a borderless Flash video player that runs within the company’s desktop application, complete with pause, play, rewind and volume controls.The first ad to take advantage is from Sony Pictures, promoting its new movie The Taking of Pelham 123. The trailer for the movie will use Spotify’s new player, while a separate audio ad will encourage users to click on the campaign banner to watch the video.”As Spotify continues to evolve, our aim is to offer brands high quality and engaging advertising which avoids hampering our users’ experience – as well as enhancing it,” says Zia George, account manager at the streaming music firm.”Spotify’s video player allows brands to serve exciting visual content to an extremely captive audience. As well as having great potential to become a platform for branded content, the player is especially powerful as users will have actively decided to watch the content, rather than having it forced upon them.”

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