Ford Motors rolls out Mobile Advertising Video Campaign with Transpera

Transpera has announced the launch of a new mobile video advertising  campaign from Ford Motor Co.  The ad campaign, designed to unveil the all new 2009 Lincoln MKS, will run within Transpera’s network of premium mobile content sites, including AP Mobile News Network and CBS Mobile News, October 6 - December 15, 2008.

Mindshare/ Team Detroit Media package:

Consists of a combination of rich, mobile ad units which include “Peek” pre-roll video, display banner placements and proprietary Overlays served through Transpera’s Ad Platform (TAP(TM)). “Peek” pre-rolls are 5-15 second mobile video ads, targeted based on content usage and demographics, and inserted server side in real-time to ensure rapid delivery with no lengthy rebuffering.

The aim of the campaign:
The Lincoln MKS campaign is aimed at the technologically astute and connected audience with a message for them to “Boot Up,” “Lift Off,” and “Reach Higher.”

From the press release:
“Due to the sophisticated technology within the vehicle itself, Lincoln has chosen to associate itself with cutting edge media, such as mobile video, as it unveils the MKS to consumers,” said Brian Bos, SVP Convergence Director, Mindshare|Team Detroit. “‘Reach higher’ is our motto, and that’s the example we’re setting by using mobile video to drive awareness and purchase intent. We’re appealing to our audience in a way that caters to their mindset and lifestyle, but also how they use their mobile device.”

What we think?
It sounded nifty until I read the 5-15 second pre-roll ads. THAT IS WAY TOO LONG. OK 5 seconds is fine with 10 seconds at the end but 15 seconds at the start is a video killer.

It’s like that song video killed the radio star – long ads will kill mobile video advertising.