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BizReport : Mobile Marketing : April 02, 2008

MyWaves adapts television spots for mobile

If you are looking for a way to cost-effectively create mobile video campaigns, you may want to check out MyWaves. The mobile video site has launched a platform that helps in adapt television commercials to the mobile space.

by Kristina Knight

The platform, an in-house studio, helps marketers recreate traditional 30-second television commercials into mobile-ready video. MyWaves conducted an in-house study recently in which users said shorter video ads were preferable. Rajeev Raman, CEO and founder of MyWaves said that 15-second commercials are the best option because most mobile video clips are just over 3 minutes long.

MyWaves offers both professional and user-generated mobile content to users. Among the professional content is a series of mobile video ads developed for the user base of 5 million users and 20 million mobile devices. Mobile content is divided by category and available in more than 175 countries.

One upcoming mobile campaign is from Paramount Studios for the movie "Iron Man". The campaign will utilize pre-roll ads but will also offer click-to-video movie trailers. British car manufacturer Mini has also signed on and is targeting their new campaign specifically to US mobile users; they have created 4 different mobile spots. Toyota Matrix has also released a mobile campaign which utilizes video and mobile banners.

Mobile Internet usage is catching on fast; so far video has been slower to catch on, primarily because of a lack of content and service coverage. However, advertisers haven't slowed their efforts to catch the eye of mobile consumers. According to a recent eMarketer forecast by 2012, mobile marketing will reach $19 billion.

Marketers have signed on before a huge number of users for one reason: targeting ability. Research has found that mobile consumers are very in-market when they log on. They want to quickly get directions or find information on a business. By catching them at the right time, marketers have a better chance of converting the user.

Tags: mobile advertising, mobile content, mobile video

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