MTV Networks 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 AOR 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.
"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."