MTV Networks
announced that it will launch its first-ever mobile video ads on
carrier-operated premium VOD services, with U.S. Air Force signed on as
the first advertiser.
The Air Force pre-roll ads will run across MTV's
mobile VOD programming and drive to the Air Force co-branded episodes
of "The How To Show," MTV's made-for-mobile series in which popular
musicians, celebrities, athletes and cult heroes teach audiences the
tricks of their various trades. Orchestrated by U.S. Air Force's
advertising agency GSD&M Idea City, the campaign also encompasses
the MTV.com mobile Web site and marks the continuation of a successful
partnership between MTV and Air Force, which helped the advertiser earn
recognition from MediaWeek for "Mobile Campaign of the Year." "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. "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."
"MTV Mobile, along
with the other Viacom Mobile properties is a top destination for mobile
phone users aged 16-24 and has played an integral role in the Air
Force's mobile strategy," said Jim Askins, Air Force Recruiting Service
Account Executive. "We're excited to be a part of the evolutionary
process as mobile video advertising continues to grow."
New Mobile VOD Advertising Study
As
part of the announcement, MTVN unveiled that it will partner separately
with carriers leveraging the MobiTV delivery platform to launch a
research project seeking insights into the effectiveness and
optimization of premium mobile VOD advertising. With the new study,
MTVN and all study participants 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 plans to experiment with pre-roll ads of varying
lengths and formats across its mobile VOD channels to gain insights
into which formats are most effective.
"It's important that we
collaborate with our partners in the mobile industry to build a greater
understanding of what will lead consumers to embrace the ad-supported
model," said Colleen Fahey Rush, Executive Vice President of Research
and Planning for MTV Networks. "By partnering with MobiTV, carriers and
advertisers, we'll gain the first data on consumer acceptance and
recognition of mobile VOD ads and a deeper understanding of how
carriers can open a new revenue stream while maintaining the best
possible user experience."
"Brand marketers are now considering
mobile interactive television as an arrow in their quiver to target
audiences who are on the go. We're excited to leverage our advanced ad
serving technology and rich reporting capabilities to help drive a
better understanding of the consumer relationship to the mobile
advertising experience on VOD content," said Jack Hallahan, VP
Advertising and Brand Partnerships at MobiTV
.
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.
Domestically, MTVN streamed nearly 10 million mobile videos on demand
in July across all major U.S. carriers.