Consumers are increasingly using their mobile phones to consume television content and networks are adapting, providing opportunities to marketers.

Companies such as VH1, MTV, Nickelodeon, CNN and Univision have released applications and mobile sites that let consumers watch their favorites show via handsets. In addition, companies such as Fox have created other mobile content to promote their upcoming shows.

?We want our mobile video programming to be a strong complement to on-air and online video offerings,? said Noah Vadnai, senior director of mobile at VH1, New York.

?We believe that in order to serve all types of mobile video consumers, we need to program a wide breadth of content types, from short clips to full episodes, highlights and extras from our on-air shows as well as original productions and specials,? he said.

?That way we can be sure there's something from VH1 that will work for a viewer, whether they are looking to catch up on a series while lying in bed, pass a couple minutes on the bus or get added value from a favorite show during a lunch break.? 

Advertising opportunities

Mobile video ad network Rhythm NewMedia said there are several opportunities for marketers trying to get their message across to consumers that are consuming mobile TV and video content.

There are opportunities with interactive pre-roll video, application launch units, full-page interstitials and banners.

Rhythm?s data pointed out an impressive 86.7 percent completion rate for 15-second pre-roll video ads.

Additionally, interactive pre-roll video ad click-through rates were higher than their online counterparts.

Full-page interstitial click-through rates are high as well ? 11.6 percent.

Application launch units click-through rates are comparable to full-page interstitials, meaning they are also high.

Banner click-through rates reflect industry norms.

Basically, mobile is different and can work to complement TV. The high engagement rates, young upscale audience and uncluttered atmosphere of mobile video is what makes it a good complement.

Price of mobile
VH1 recently used mobile to promote its new reality show ?The Price of Beauty.?

Consumers can watch extras from the show, which consists of both extra scenes, as well as an exclusive beauty tip from Ken Paves, one of the cast members and a hairstylist.

Viewers who access VH1?s mobile site at http://m.vh1.com, can watch clips, sneak peek highlights and extras.

In addition, consumers can watch full episodes of their favorite VH1 shows on their handset via a paid VOD services subscription.

?The experience has gotten so much better in the last 18 months,? Mr. Vadnai said. ?Faster networks, touch screen devices, mobile apps, WiFi handsets and the range of programming available are all contributing to the rise in mobile viewership. 

?At VH1 we are aggressively exploring all types of mobile video distribution and business models,? he said. ?We want to be everywhere our viewers are and be sure we're driving incremental revenue, whether that's on a carrier or aggregator's VOD service, an ad-supported Web platform or mobile app or via an a la carte DTO or EST model.?

Mobile TV
Nickelodeon has several application that let consumers view its content.

The company has a Kids? Choice Awards application that lets viewers watch live streams of red carpet arrivals and the backstage action of the show. 

In addition, Flo TV Inc. added ABC Television Network and Disney Channel to its lineup.

Flo TV users can watch shows such as ?Grey?s Anatomy,? ?Desperate Housewives,? ?Hannah Montana? and ?Wizards of Waverly Place.?

"As with any entertainment, information outlet, the goal is to create an active and engaged customer who returns frequently to consume your content,? said Paul Childers, president of North America for Rubberduck Media. ?Mobile provides a different set of viewing parameters ? some limiting, some advantageous ? that can increasingly be taken advantage of. 

?Mobile TV as an adjunct service can have myriad benefits to the service provider and content publisher,? he said. ?Using applications is one method to maximize return traffic. 

?At the end of the day, mobile becomes one more tool ? an om