Camera maker Nikon Inc. is running a mobile campaign to promote its CoolPix and D90 cameras.

Nikon is running banner ads within VideoEgg, a video and rich media ad network. The ads are invitation-based, asking users to click to expand to full screen and see and view a video or rich media ad around the cameras.

"The full-screen ad experience and cost-per-engagement model from VideoEgg has helped us significantly in our advertising efforts," said Lisa Baxt, senior communications manager of Nikon.

"Bringing the same model and thinking to mobile environments is a natural and compelling extension of their offering," she said.

Nikon is targeting iPhone users as a measurable way to reach highly-engaged consumers.

Nikon CoolPix cameras combine an array of scene modes with two useful advanced settings -- exposure and white-balance bracketing. Even though they are small and light enough to carry in a shirt pocket, the cameras are easy to grip and operate with one hand.

The D90 looks similar to the D80. But underneath it's a completely new camera with advanced features. Nikon claims it is the world's first digital SLR with a movie mode.

Other features include 12.3 MP CMOS sensor, the D3/D300/D700's high resolution 3-inch screen, live view and continuous shooting at up to 4.5 frames per second.

After watching the video ad for the Nikon cameras, viewers have the option of clicking through to the Nikon site.

The growth of 3G networks and open mobile platforms such as Apple's iPhone and Google's Android are driving the creation of third-party apps.

Consumers can now enjoy new types of Web-based social, gaming and media experiences using their mobile devices. This represents a major shift in the way marketers are reaching out to their target audience.

"The key to creating value for advertisers is offering an invitation-based ad solution that engages consumers and rewards them for spending time with a brand," said Troy Young, chief marketing officer of VideoEgg, San Francisco.

VideoEgg's expansion of AdFrames into mobile devices allows advertisers to extend rich brand experiences across the mobile channel, bringing even more reach to the company's network of about 80 million consumers.

The VideoEgg pricing model is based on cost per engagement, which is designed to deliver accountability and insight into ad effectiveness.

Rich media ads are served for free.Advertisers pay only when a user engages.

"By applying our understanding of video and rich media advertising and extending our AdFrames platform to mobile devices, we're opening up a new channel to reach consumers with a proven opt-in approach," Mr. Young said.

"Advertisers get innovation without risk," he said.