Mobile Video Essential for Brand Building: Rhythm NewMedia

December 17, 2009

By Chris Harnick

Rhythm NewMedia, developers of The CW’s CWTV application, officially announced its mobile video ad network, Rhythm Advertising Media Platform.

Rhythm Advertising Media Platform (RAMP) claims to be the only mobile ad network that offers interactive pre-roll ads that run without any rebuffering before mobile videos. Mastercard, Microsoft, Nikon, Marriott, Best Buy, Waterford Crystal, Toyota and Random House have all run ads on the platform.

“2009 has been a strong year for mobile advertising, relatively speaking, thanks to the big growth in mobile Web,” said Ujjal Kohli, CEO of Rhythm NewMedia, Mountain View, CA.

“We want to suggest the next big wave in mobile advertising will be brand-building,” he said. “For big brands, the classic brand-building area is TV, of course, and it is the biggest recipient of ad dollars.”

Mr. Kohli said that mobile video will be instrumental for brand building.

Rhythm NewMedia is a provider of mobile video applications and has worked with partners such as The CW, CBS, HGT, TMZ and E! to develop applications.

Mobile, the new TV?
Rhythm NewMedia said mobile video is ideal for brand-building because consumers are completely engaged because when they view mobile video they are not doing anything else on the platform.

Mr. Kohli said that mobile is better than online in terms of brand-building because online consumers are not relaxed. They are often multitasking.

While TV and mobile both present relaxed, immersive advertising opportunities, Mr. Kohli said mobile addresses many factors that hinder brand-building on TV such as too many commercials, the ability to skip ads with DVRs, frequency management and targeting.

RAMP features four integrated interactive ad units that balance brand engagement with response. The ad units are an interactive pre-roll video ad, interactive full-page interstitial ads, interactive sponsorship badge and interactive click-to-video, click-to-Web site and click-to-iTunes banner ads.

Rhythm NewMedia said its exclusive smartphone audience drives high-end demographic reach.

The integration between ads and applications result in higher click-through rates and responses, the company claims.

Rhythm NewMedia has a network of content from more than 100 TV shows and networks such as CBS, The CW and the Food Network.

RAMP also features real-time reporting with DoubleClick’s DART.

Microsoft’s Atlas provides integration for agencies and advertisers.

Mr. Kohli said advertisements on the network have seen click-through rates from 2.5 to 11 percent.

Mr. Kohli said mobile video advertising, spread out throughout the day, can be a very nice complement to TV advertising, which is much more primetime focused.

“There’s no DVR or bathroom breaks during mobile video,” Mr. Kohli said. “Targeting can be precise, frequency can be managed and it’s the platform to find all young people.

 “We think mobile is an amazing platform for brand-building,” he said. “It’s immersive, it’s a lean back experience and providing interactivity is the way to go.”

Editorial Assistant Chris Harnick covers content, gaming, media, television, music and social networks. Reach him at chris@mobilemarketer.com.

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