MTV Networks To Begin Mobile Video Ads
MTV Networks (MTVN) announced that it will launch its first-ever mobile video ads on mobile operator video-on-demand services. The U.S. Air Force will be the first advertiser.
The Air Force pre-roll ads will run across MTV’s mobile VOD programming, with the objective of driving viewers to certain episodes of “The How To Show” which are co-branded with the Air Force. The campaign also encompasses the MTV.com mobile Web site.
The campaign has been put together by the U.S. Air Force’s advertising agency GSD&M Idea City.
“Our audiences continue to access and enjoy our premium mobile VOD offerings in droves, and we’re excited to partner with the Air Force to realize the untapped marketing potential at hand for advertisers,” said Greg Clayman, Executive Vice President of Digital Distribution and Business Development for MTV Networks.
MTNV also announced that it will participate in a research project seeking insights into the effectiveness and optimization of premium mobile VOD advertising.
Partnering with MobiTV and operators employing MobiTV’s platform, the study will seek to determine how to program and optimize video ads on premium mobile VOD services, while fostering and maintaining viewer retention, advertising recall and a high quality user experience.
MTVN is the world’s largest provider of mobile video, with more than 80 distribution deals and 40 on-demand and streaming mobile video services worldwide. In the US, MTVN streamed nearly 10 million mobile videos on demand in July across all major U.S. carriers.
“As the mobile industry continues to embrace the ad-supported model, we’re able to make even more great content available to our fans on the handset,” Clayman concluded. [MobiAdNews]
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