Advertisement innovation. That’s what Microsoft plans to do by bringing Silverlight to Xbox Live.

Apparently, Microsoft “plans to bring IAB specifications for rich media technologies, including Silverlight, to Xbox Live within the year.” Enabling companies to build advertising campaigns that span four screens: computers, mobile phones, Surface and now televisions.

Silverlight as a technology is similar in intent to Adobe Flash. It is used for advertising as well as other purposes, such as browser-based games and video streaming. The arrival of Silverlight to the Xbox 360 aims to boost campaigns on Xbox Live by turning ads into interactive and interconnected experiences.

Media Post reports:

Silverlight-powered media on Xbox will have the same appearance as ads seen on a Web browser. Think technology that competes with Flash, only supported by 6 million Silverlight developers worldwide who now have the option to tap a variety of Microsoft tools and technologies and develop marketing campaigns for Xbox.

“Today, movie trailers are available in a high-definition (HD) format, but Silverlight will deliver 1080p HD and 5.1 surround sound without discs directly into the Xbox.” Sean Alexander, director at Microsoft’s Advertising Business Group, told MediaPost.

[Microsoft Silverlight For Xbox Live Eases Creative Across Platforms via Media Post]