MTV Networks will launch mobile video ads on carrier-operated premium VOD services for the first time.
The first advertiser will be the U.S. Air Force, which will have pre-roll ads running across MTV’s mobile video-on-demand programming, as well as campaigns on the MTV.com mobile Web site. In addition, MTV’s mobile series “The How to Show” will be co-branded by the Air Force.
“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 VP 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.”
MTVN also plans to partner with carriers of the MobiTV delivery platform to research the effectiveness and optimization of premium mobile VOD advertising. MTVN will experiment with different pre-roll ad formats and lengths in hopes of determining how best to maintain viewer retention, advertising recall and a high-quality user experience.
“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,” Colleen Fahey Rush, executive VP of research and planning for MTV Networks, said in a statement.