Additionally, MTVN to Partner with Mobile Carriers via MobiTV on Research
Seeking Insights into Effectiveness, Optimization of Premium Mobile VOD
Advertising
NEW YORK, Sept. 11 /PRNewswire/ -- MTV Networks (MTVN), a division of
Viacom (NYSE: VIA, VIA.B), today 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.
About MTV Networks
MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of entertainment content, with brands that engage
and connect diverse audiences across television, online, mobile, games,
virtual worlds and consumer products. The company's portfolio spans more
than 150 television channels and 350 digital media properties worldwide,
and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite,
Noggin, The N, AddictingGames, Neopets, COMEDY CENTRAL, Spike TV, TV Land,
Atom, GameTrailers and Xfire.
SOURCE MTV Networks
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Related links:
http://www.mtv.com
CONTACT:
Mark Jafar, MTV Networks, +1-212-846-8961,
mark.jafar@mtvstaff.com
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