MTV Networks will be launching 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.â€
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.
Originally posted on September 11, 2008 @ 10:53 am