See-Worthy Mobile Video
Lots of things make mobile video campaigns tricky. Many current phones can’t launch video clips automatically, and many wireless networks can’t transmit it without breaks and dropouts. And among the U.S. users who could surf the mobile Web over their cell phones, only about one in six does it now.
But many who do are right in the sweet spot for U.S. Navy recruitment, ages 17 to 24. As a result, the Navy has been running 15-second video spots on mobile Web networks to a strong response.
The most recent ad, a montage of zooming choppers and cameo’ed SEALs, touts the Navy’s college-credit programs and posts a URL and a click-to-dial toll-free number. The ad ran on sports, news and entertainment sites through Third Screen Media’s network of mobile Web properties from mid-October through December 2006.
In this case, the medium is part of the message.
