Mobile Multimedia company, 3ple-Media, has enhanced its Mercury mobile multimedia platform to include the embedding of advertising into mobile video clips and video streams.
The platform is said to enable insertion of pre-roll, post-roll and in-stream advertising, all customizable according to the requirements of the advertiser and the type of inventory in use. Moreover, the embedded advertising is interactive; for example a post-roll call to action can be clicked on to take the participant to a follow on mobile multimedia experience such as a Mobisite, a new video stream or an SMS/MMS push of information to the handset. This is said to integrate mobile video advertising into the wider digital marketing mix while providing immediate metrics to the advertiser, content provider and mobile operator.
StJohn Deakins, CCO of 3ple-Media said: "The richer and more engaging the user experience, the higher the acquisition and conversion potential for mobile advertising. Consumption of video online has become mass market and consumers are increasingly taking this behavior to the mobile screen. Interestingly the current economic climate may actually accelerate the trend as in past downturns consumers have increased spend on entertainment like movies while reducing big ticket expenditure. When subsidized with advertising, mobile video is the ultimate in affordable, personal entertainment."
The Mercury mobile multimedia platform provides an intuitive interface for mobile multimedia service creation, compilation, advertising management, distribution, tracking and billing. User accounts are customized for 3rd parties who then distribute content and advertising via a variety of mobile data channels such as SMS, MMS, WAP, USSD and video, all of which are included on the modular platform. Multimedia content is automatically formatted and can be dynamically routed according to the capabilities of the receiving device. The Mercury DataTrack and ViralTrack modules provide real time reporting of content and advertising consumption as it is received acted on and forwarded around a network. The SubProfile database provides aggregated profiling information based on preferences and behavior for accurate profiling and efficient targeting. Mercury applications such as SMS2MMS and MyTV, a user generated video content portal, provide additional rich media advertising inventory to the Mobile Operator.