MTVN Launching Mobile Video Ads

NEW YORK, September 12: The
U.S. Air Force has signed on as the first advertiser for MTV Networks’ new mobile
video ads on carrier-operated premium VOD services.

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. The campaign also encompasses the
MTV.com mobile website.

"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, the 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."

Additionally, MTVN is
partnering with mobile carriers via MobiTV on research-seeking insights into
mobile VOD advertising. MTVN plans to experiment with pre-roll ads of varying
lengths and formats across its mobile VOD channels to determine 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," commented Colleen Fahey Rush, the executive VP 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."

—By Kristin
Brzoznowski