Mogreet, a new company focusing on mobile video-based marketing, debuted it’s new all-inclusive mobile video platform yesterday at Ad:Tech- a platform that gives advertisers access to “hundreds of millions of Americans across all top U.S carriers,” and is available on feature flip-phones and the latest smartphones alike.

Put simply, the platform makes it easy for marketers to send short-format mobile videos via MMS to almost all mobile users in the U.S.- regardless of whether they use a high-end smartphone or the latest free feature phone.  Furthermore, the platform allows marketers to measure the effectiveness and ROI of each campaign in real-time.

Mogreet claims current clients using the platform are routinely seeing open rates, video views and click-through rates 15-25 times higher than other forms of “advertising media”- though it’s a little misleading given the fact that its not compared to other forms of mobile marketing.

The fact that text-messages are usually read by a user within 20 seconds means brands can start seeing results almost instantaneously, versus hours or days for a similar email marketing campaign.  Another added benefit to using a mobile video-based platform is the fact that videos invoke a viral reaction, meaning videos sent via the platform have a chance to go viral much like they do Online.  Mogreet claims the viral aspect of its new mobile video marketing platform can result in 5 to 10 times additional reach.

I like the idea, and mobile video-based marketing will one day be a large part of the mobile marketing industry, but while Mogreet has created an all-inclusive tool to facilitate mobile video marketing, it’s still a slippery slope to conquer for those who are just now wrapping their head around the idea of mobile marketing in general.

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On September 7th, ESPN will celebrate thirty years of existence.

But instead of perpetuating yesterday’s gameplan, the folks at ESPN are preparing for the future.

And for ESPN, mobile marketing will factor heavily into the years ahead.

Helping viewers embrace a more interactive, multi-platform fan experience is the big-picture goal. So what does that mean for sports fans? For starters, ESPN plans to aggressively target the iPhone market – a process already begun with its ScoreCenter app, which has now topped 2 million downloads.

The business model and marketing strategy employed by ESPN certainly bodes well for future advertising in the mobile sphere as well, given that ESPN’s mobile Web traffic now exceeds its PC traffic

Also on tap for mobile content from ESPN are:

• Hundreds of live events per year
• Seventy-five mobile video clips per day
• Complete episodes of many network broadcasts

“We’ve adopted a ‘best-screen-available’ approach–we’re trying to put our best product everywhere, wherever the sports fan is best served,” said ESPN president George Bodenheimer.

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The results of a new study have come out recently that took a look at how mobile video users react to integrated advertising in mobile video, as well as their reliance on mobile for information.

The study, put on by Transpera Ad Network and InsightExpress, a digital media research firm, concluded that avid mobile video users represent a unique audience that may not be reachable via other types of digital media, as well as comprise an audience profile that is very attractive to brand advertisers.

The most important tid-bit of information the study has provided is that avid mobile video users use their mobile devices more than they do their computers- a statistic that proves how powerful in-video mobile advertising could be for any brand.   Forexample, 62% of mobile video users surveyed use their mobile phone more than they use a computer to browse the Internet, vs. just 9% of the non-mobile video viewers.

Out of those profiled during the study, users who watch at least one mobile video per week report their “media behavior and preferences” as follows:

• 78% rely on their mobile phone for up-to-the-minute information, vs. only 19% of those who never viewed mobile video. Showing mobile video is a great feature for news, sports and information services.
• 71% prefer to receive information via mobile Internet, vs. just 13% of those who don’t view mobile video.
• 58% get more of their news from the mobile phone than ANY OTHER source, vs. only 10% of those who have never viewed mobile video. Again showing the power of reaching an unduplicated unique audience through mobile video for news and information services.
• 50% spend more time away from computers than in front of them, vs. the reported 21% of those not watching mobile video.

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One of two reasons I decided against getting an iPhone was because it lacks video-recording capability. The micro-vlogging startup 12seconds hopes consumers will enjoy its compromise solution: The ability to make a three-photo, 12-second-long slideshow on your iPhone, accompanied by audio of your choice.

This new application went on sale at the iPhone App Store at 8 a.m. Pacific time today. Also today, 12seconds is going beta and will now allow the public to register for its service, after having been in alpha mode since August.

“This is still not a perfect video solution–Apple refuses to let people record video with an iPhone, “admits David Speiser of Stage Two Consulting, one of 12seconds’ business partners. But he says about the new app: “I found that in some ways there’s an advantage over real video, because you can re-think and re-word your audio to fit the images you’re sharing… There’s a real storytelling ambiance in using the 12seconds app, where you’re presenting pictures and sharing the details behind them.”

It’s a start. There are plenty of YouTube videos that are simply slideshows, after all. And remember those hilarious slideshow skits Conan O’Brien used to do? Marketers can use 12seconds’ iPhone app for guerrilla marketing, such as reporting on a promotional event. Or they can use it to get consumers to interact with their favorite brands, for example by encouraging people to upload their slideshows about a product or service to the brand’s website. Read the rest

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Tellabs has produced some mobile commerce videos if you haven’t seen these. In fact they launched a totally separate new website.

Honestly, I didn’t even know Tellabs was in the mobile space, did you? I know Tellabs from my job. At one time we distributed their equipment but it’s been a while, a long while in fact.

When Verizon did my FiOS install a few Months ago they terminated to a Tellabs Ethernet Media Convertor on the side of my house. So, chances are if you have a FiOS connection you might also have a Tellabs box bolted to the outside of your house. It’s a Fiber in Ethernet out device.

I found the series advertised on RCR WN. They shoulda just YouTube`d these things instead of paying advertising dollars to get the word out. Anyhow, here they are.

1. Driving Change in Mobile Backhaul Part One: Where Are We Now.
2. Driving Change in Mobile Backhaul Part Two: The Evolution and Promise.

You’ll also find a bunch of mobile podcasts and videos on the site too.

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I had this question earlier today regarding blueapple, who I covered back in July. When I talked to Jay Borges from blueapple at that time he told me bloggers wanting to get their videos into blueapple should simply upload them to MetaCafe and YouTube.

Jay, if that no longer is the preferred method can you chime in, in the comments and let Eddie know how to get his videos in blueapple?

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According to Ridley Scott it is and he doesn’t like seeing his art form getting commercialized down to the mobile screen. In fact Ridley believes it’s killing cinema.

“Director Ridley Scott has lashed out at technology which allows people to watch films on mobile phones and computer screens, arguing it is killing cinema.

Great films should be watched on a big screen in a movie theatre, he said.”

I think he and the film industry should to find a way to embrace it or they might be drinking from the same cup of regret that the Music Industry guzzled. Go read what Don Dodge has to say about the history of Napster and you’ll quickly realize that the artists and music industry executives may have made one of the biggest blunders of all time by not embracing technology.

You gotta wonder why the guy didn’t see it coming to a certain degree don’t you? I mean Ridley, I hate to bring you more bad news but you live in a time where you can potentially see a major motion picture go straight to something like YouTube.

The possibility also exists that the Theatre Channel collapses all-together eventually doesn’t it? I don’t think it’s mobile that you have to worry about though Ridley, you should be losing sleep over HD and Fiber Optic Networks though. HD and Fiber doesn’t kill cinema, it merely moves it into my living room where I’m not paying 2000% markups on the popcorn and soda.

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