Showtime Networks is letting consumers watch some of the premium cable network?s most popular shows right from their mobile devices.

The new mobile application is powered by Transpera, offering an opportunity for targeted, dynamic mobile advertising such as mobile banners and pre-roll ads.

?The strategy behind this application is the same as our overarching digital media strategy,? said Rob Hayes, senior vice president and general manager of Showtime Digital Media, Los Angeles. ?Our overarching digital media strategy boils down to subscriber acquisition, driving new revenue streams, program promotion and building awareness of shows.

"The iPhone?s user demographic matches our target audience really well,? he said. ?As a premium network, we get a lot of the early adopters of technology: the more affluent and tech-savvy consumer.

?From the digital perspective, the iPhone is great for the younger generation that is very active on social networks and the iPhone is a great conduit to reach those people as well.? 

Select sampling episodes of Showtime original series, including the new season premiere episodes of ?Dexter? and ?Californication,?  along with the Emmy-award winning ?United States of Tara,? ?Weeds,? ?Nurse Jackie,? ?The Tudors? ?Tracey Ullman?s State of the Union? and ?Penn & Teller:  Bullshit!? are among the election of video content available through the application.

Video will be added regularly with select sneak-peek clips of next week?s episodes, behind-the-scenes features and interviews with cast members and guest stars, as well as video content created specifically for digital platforms.   

IPhone users will also find pertinent programming schedules for all channels from Showtime, as well as games, podcasts and soundtracks related to shows. 

Show and sell
Fans who are not yet Showtime subscribers can use the click-to-call feature on the iPhone to take advantage of the limited time offer to order Showtime for $7.99 per month or less.

Banner ad display placements within the application click through to branded mobile pages, while pre-roll video units are stitched to the front of user-selected content.

Transpera is serving all the ads. As of now the application is only serving house ads. There is a limited-time offer banner ad currently running to encourage consumers to subscribe to Showtime for $7.99. 

?The great thing about mobile is allows for immediate interactivity and it is personal,? said Ken Todd, vice president of mobile content at Showtime Digital Media. ?A lot of what we do is promoting our brand on social media platforms and we try to get people to engage with the brand and mobile provides a lot for us.

?We do a lot with SMS tune-in alerts and mobile games and such and we get people to opt-in and interact with us,? he said. ?The application is just another engagement touch point. We also use mobile as a great sampling platform.?