USA Today is rolling out rich media advertising ad units for iPhone, Editor and Publisher reported Thursday.

The ad units will be created by PointRoll, a wholly owned subsidiary of Gannett.

The paper will feature ads from Ford and the new Joel and Ethan Coen film “Burn After Reading”, E&P reported.

"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 Usha Raghavachari, Ford communications manager, in a statement.

The PointRoll ads are expandable and include features like click-to-play video and coupon downloads, according to E&P. Users don't have to install applications or plug-ins to view the ads.