Mobile video momentum grows

by Andrew Redfern @ 31st March 2008 9:54 am

mywaves today announced several new advertising clients including Microsoft, Mini, Paramount Pictures, and Toyota, tallying more than 20 new ad advertisers to the global mobile video service since December, 2007.

Additionally, following an in-house study indicating that mobile video consumers aren’t as tolerant of long-format pre-roll advertisements on mobile devices, mywaves is also announcing the formation of a new production group to optimize clients’ creative assets for the mywaves mobile video platform.

“mywaves offers brands one of the most engaged and largest mobile video audiences, reaching more than 20 million mobile devices, and averaging 5 million monthly uniques, worldwide,” said Rajeev Raman, CEO and founder at mywaves.

“In order for us to continue making our service enjoyable for consumers and effective for our advertising partners, we remain dedicated to monitoring all aspects of our service so we remain savvy to what works and what doesn’t work for both.

With the combination of our reach, researching and targeting capabilities, and variety of ad units to reach mobile consumers, our video service has become a leading platform for mobile ad delivery.”

Beginning this week, mywaves will launch a CPM general awareness campaign for Microsoft in India.

The campaign will be geo-targeted to 4 million consumers and will consist of animated banner ads that will be shown on the mywaves mobile site to promote the MS Office New Day product line. This marks the first time mywaves has partnered with WPP/Quasar in India, and will be the start of several planned campaigns between mywaves and the agency in Southeast Asia.

In mid-March, mywaves began a hybrid ad campaign to promote the new Toyota Matrix. Two ad units used include both WAP banners and Toyota videos running as 15-second pre-roll spots. The campaign will continue through the end of April.

In early Q1, mywaves worked with a US targeted campaign for the Mini brand to launch its new car model “Club Man.” The campaign consisted of four, 15- second video spots, which ran as pre-rolls for select content on the mywaves service. The duration of the campaign has lasted two months and is expected to reach more than 1.5 Million views for Mini by the end of Q1.

“When we conceptualized the mobile components of the Mini and Toyota campaigns, we knew using mywaves was the right mobile ad vehicle,” said Brian Cowley, CEO with Ad Infuse. “Their unparalleled user base and understanding of what advertising works best in mobile video them the obvious choice. We hope to work with mywaves on behalf of many more of our clients.”

In an effort to better support its growing client roster, mywavescompleted an in-house study to gauge user tolerance levels for different ad units within the mobile video environment.

Testing video ads from well-known international brands, mywaves tracked viewing behavior when consumers came upon 5, 15, and 30-second pre-roll spots. Abandonment rates dramatically increased with 30-second spots. These findings, coupled with results from several in-video ad campaigns, demonstrate that he shorter-form pre-roll reigns supreme with mywaves users.

Many advertisers are looking to maximize their creative investment by using the same ads they produced for their online and TV buys for their mobile campaigns. To eliminate the costs of producing shorter-form spots, mywaves is providing production assistance to help clients edit 30:second brand spots or other existing creative assets to the shorter-form ad units that perform better with the mywaves audience.

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