MTV debuts premium mobile VOD ad effort

MTV Networks announced the launch of its first-ever mobile video advertising effort, introducing pre-roll ads to content available via carrier-operated premium video-on-demand services. MTV will insert U.S. Air Force ads in front of episodes of its made-for-mobile series The How To Show--the USAF will also co-brand the program, which documents musicians, athletes and other celebs as they teach audiences the ins and outs of their respective trades. The mobile campaign, orchestrated by advertising agency GSD&M Idea City, will also span across MTV's mobile website.

MTV said it will also partner with carriers leveraging MobiTV's mobile broadcast platform to initiate research into the effectiveness and optimization of premium mobile VOD advertising. Over the course of the study, MTV and its research participants will explore how to program and optimize ads within the mobile VOD context, measuring metrics including viewer retention, advertising recall and user experience. The network said it will also trial pre-roll ads of varying lengths and formats.

For more on MTV's mobile ad outlook:
- read this release

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