• AOL rolled out Devil to PCs about 18 months ago, and to date has run over 700 campaigns.  The roll out to mobile means that advertisers can have the same content run on three different screens (PC, tablet and phone).
• The mobile ads don't appear vastly different from current ad units, but the user can click one of a few content options (for example, a video) and the ad smoothly transitions and runs the content. 
• The ads are commanding a higher CPM than traditional units due to the rich content and tracking offered.

From the article:

A year and a half ago, AOL introduced Devil ads -- a series of new display-advertising units that featured more than two dozen different content elements, ranging from photo galleries to video players to store locators. Now, after serving more than 700 of these campaigns, it's bringing the concept to mobile phones and tablets.

Unlike their traditional display brethren, mobile Devil ads don't at first glance look all that different from other more-typical mobile units. The new units appear as narrow rectangular bars across the top or bottom of the screen, and each unit...