PointRoll, a subsidiary of Gannett Co. and big-time media advertiser, and USA TODAY premiered the first expandable, rich media ads specifically created for the Apple iPhone. The new PointRoll product, initially launching on the USA TODAY mobile site, will include both the Ford campaign for the all-new 2009 Ford Flex car, and Universal’s Focus Features campaign for Joel and Ethan Coen’s new movie, the comedy thriller “Burn After Reading,” which opens nationwide this weekend.

During CTIA, held at Moscone West in San Francisco, Calif. on September 10-12, 2008, PointRoll will provide live demos of the iPhone media ads and inside details of the technology. The new interactive ads will be distributed on the USA TODAY mobile site initially and on the global PointRoll Web-based advertising inventory in the near future. This will open the door, no doubt, to more rich media advertising that will include other companies.

“The new Ford Flex marketing campaign is all about engaging consumers in the most relevant and technologically advanced way possible. Mobile is the most interactive way of engaging potential and existing customers, and we are excited to provide wireless devices with the same rich media advertising capabilities that we currently use online,” said Ford Communications Manager, Usha Raghavachari.