Not quite a month after Yahoo launched Livestand - a personalized “living magazine” for iPad – the Toyota Prius is trying out its ad format.

Called Living Ads by Yahoo, Yahoo bills the format as a way to surround an audience in an immersive and interactive brand experience. Toyota's ad, designed by Alexx Henry Studios,  is able to move and be interactive by using such HTML5 features as an accelerometer.

Livestand is based on Yahoo’s C.O.R.E. (content optimization relevance engine) personalization platform, YUI3 JavaScript library, its Query Language (YQL), and Hadoop. Livestand was also created in tandem with Yahoo's new Cocktails platform, Mojito, which automatically packages apps for multiple device formats, and Yahoo Manhattan, which use the Yahoo Cloud to distribute apps and content globally in minutes.

News-consuming Tablet Owners

As a magazine, Livestand is a good vehicle for advertisers, given the growing number of stats that show how tablet-users like to consume news on their devices.

The latest comes from Pew Research Center Project for Excellence in Journalism, which finds that about one in 10 (11%) of US adults now own a tablet computer of some kind, with about half (53%) getting news on their tablet every day. Pew reported this with The Economist Group.

Consuming news (everything from the latest headlines to in-depth articles and commentary) ranks as one of the most popular activities on the tablet, about as popular as sending and receiving email (54% email daily on their tablet), and more popular than social networking (39%), gaming (30%), reading books (17%) or watching movies and videos (13%).

The only activity that people said they were more likely to do on their tablet computer daily is browse the web generally (67%).