Amp’d Mobile Video Advertising with Third Screen Media

Rating: video ads, man

Depending on which way you look at it. Amp’d is either a very low end mobile MVNO with 120,000 subscribers. Or, it’s the funkiest, trendiest early adopter and leader in mobile 2.0.

Either way, it’s the first launch video advertising with Third Screen Media’s MADX Technology.

So what does this mean?
Third Screen will ad-enable Amp’d Mobile’s video content.
Third Screen will be the primary ad- agent for Amp’d. So it will manage which agencies display content on Amp’d.

From the press release:
“Our partnership with Third Screen Media will finally open a rich, highly targeted ad inventory to the most comprehensive 18-35 mobile entertainment audience in the US,” said, Seth Cummings, senior VP, content development & programming.

“The official entrance of a 3G carrier into the mobile advertising ecosystem marks a significant milestone in mobile advertising’s short, yet exciting history,” said Tom Burgess, CEO, Third Screen Media. “Amp’d Mobile’s announcement will help pave the way for carriers and content providers to meet the consumer’s demand for a richer mobile Web and video content experience.”

What we think
Third Screen Media was the incumbent in the mobile advertising market and has 4 years head start on rivals. But rivals have their claws out and the battle for mobile advertising leadership now depends on crucial mobile operator deals. Amp’d is a small fish – but at least it’s a fish.

For an analysis of Third Screen Media please see the latest issue of The Mobile Advertising and Marketing Analyst.