Xpert Media, which runs MensXP.com, an Indian lifestyle e-magazine, has initiated video advertising on the site to help advertisers engage with lifestyle audience better. The site will provide in-banner interactive video ad units and interactive mobile ad units for their customers. The ads will be powered by Jivox. In January 2011, automotive portal CarWale.com has partnered interactive video advertising company Jivox to launch video advertising to help clients deliver engaging and informative ads.

"The company is excited about its partnership with Jivox. Our teams will be working closely for certain game-changing integrations across multiple screens and various connected devices”, said Angad Bhatia, Managing Director, Xpert Media.

“We welcome Xpert Media’s adoption of the Jivox platform. MensXP.com is poised to be the most preferred destination for lifestyle audience and brands who want to target them.” said Rahul Tambewagh, Director, Platform Sales, Jivox.