In-application mobile video ads from Coca-Cola Co.?s Coke Zero, Miller Brewing Co.?s Miller Lite and Warner Bros. Entertainment?s New Line Cinema have outperformed their online counterparts.

Each brand tapped mobile video advertising service provider iVdopia Inc. for the campaigns. Users could click on the video ads to open the mobile sites for Coke Zero, Miller Lite and New Line Cinema?s ?17 Again? film without leaving the application.

?[The] Talk2Me [ad unit] gives brand advertisers a way to more effectively engage with customers and gather information,? said Srikanth Kakani, cofounder of iVdopia, San Jose, CA.

?Now, advertisers can collect even more information about users based on which video they choose to watch, how they fill out a form, or what social network they chose to use,? he said. ?Each choice a consumer makes provides that much more information."

Venture-funded technology company Vdopia's mobile advertising platform iVdopia powers rich-media and video advertising on smartphones, including pre-applicaiton video and social networking options on the iPhone.

The video ads were displayed as the application loaded.

Coke Zero is it
Coca-Cola Zero, commonly known as Coke Zero, is a diet variation of Coca-Cola Classic, marketed as having zero sugar and zero calories.

With the Coke Zero campaign, the pre-application video ads introduced and provided links to the in-application Coke Zero Facial Profiler canvas page.

The Coke Zero Facial Profiler is a worldwide social experiment that used facial recognition technology to analyze each user?s? face and match it with faces from around the world.

The Coke Zero campaign targeted younger users, ages 13-30.

The tagline of the mobile video ad was ?Coke Zero has Coke?s taste?is it possible that someone out there has your face??

The Coke Zero pre-application video ads generated a 250 percent higher click-through rate than the average CTR for online video, according to iVdopia.

In its first three weeks, the campaign delivered a targeted total of 19 million-plus ad views, reaching approximately 1 million unique users with an average engagement exceeding nine minutes per viewer through the brand sponsorship ads.

Miller time
Headquartered in Milwaukee, Miller Lite is a pale lager brand sold by Miller Brewing Co. Sibling beers include Miller Genuine Draft and Miller High Life.

The Miller ads targeted men ages 21-45.

The pre-application mobile video ad promoted Miller Lite?s two iPhone applications?Next Round and Beer Time!

The mobile video tagline was ?Thristy? There are two apps for that. Next Round shows you who?s buying. Beer Time! helps you get it. Get the apps. MillerLiteTasteNation.com.?

If they click on the URL, consumers must enter their date of birth to verify that they are 21-plus in order to access the site.

New Line on mobile
New Line Cinema is a major American film studio that became a subsidiary of Time Warner in 1996 and Warner Bros. Entertainment in 2008.

The video ad campaign targeted females ages 13-21.

17 Again is an American comedy film from New Line Cinema directed by Burr Steers. The film was released in the United States April 17. It was released on DVD and Blu-ray on Aug. 11.

The mobile video ad consists of a short trailer promoting the film with the tagline ?What if you woke up 20 years younger? Zac Efron is ?17 Again,? available now on iTunes.?

Talk2Me
Now, iVdopia has launched its next generation of mobile video advertising with Talk2Me, which allows for the customization of interactive actions in video ads.

Brands now working with iVdopia are able to customize interactive actions in the video ads. For example, consumers are now able to share the ads with friends on Facebook or Twitter.

The ad units are 15-second videos followed by customizable actions.

Users are able to respond to ads by calling, sending a text message, emailing or filling out a short form.

Advertisers are able to interact with consumers through features that let users download branded applications, visit their in-application WAP site or replay the video advertisement.

?Before Talk2Me, ads in iVdopia appeared within the application, so users didn?t have to leave the app,? Mr. Kakani said. ?Talk2Me takes it a step further with even more interactivity.

?Besides having the social networking capabilities, Talk2Me?s video advertising has the power to convince users to make purchasing decisions,? he said. ?If it is done in non-obtrusive ways, it actually becomes much more effective.?
 
Viral spread is integral to a mobile video campaign?it helps the brand maximize ROI and reach the largest possible audience.

?A video is not just mobile?it can be mobile, online or whatever,? Mr. Kakani said. ?What happens is mobile devices put it into people?s hands, and that helps make the experience permanent when they put it on a post, a blog, a Twitter page or send through email.

?Sharing the ads make them more permanent and more authentic to those friends receiving them from the users,? he said.