Third Screen Media, a provider of mobile advertising software and services, announced it has successfully launched the first click-to-video mobile campaign. Campbell-Ewald utilized Third Screen Media's TSM|Network to conduct an awareness and recruitment campaign for the U.S. Navy that will serve as a model for future click-to-video campaigns. The click-to-video initiative launches at a time when mobile video has become an attractive delivery option for mobile advertising.

Created to increase awareness of opportunities with the U.S. Navy, the campaign offered various methods for viewing the video, including an auto-play feature and click-to-play along with a standard click-to-call static banner option. Measurement and results of the campaign indicated a significant click-through-rate on phones with auto-play features, signifying that the video was well received by the target audience for its engagement and entertainment value. The U.S. Navy campaign appeared on a variety of publisher sites across multiple categories, including sports, news, weather and entertainment. The campaign garnered more than 3,000,000 impressions and a greater than 3% click-through-rate.

"With new technologies and a targeted audience, the mobile platform represents an effective medium to launch innovative campaigns for our brands," said Tom Talbert, senior vice president, director media services at Campbell-Ewald. "Third Screen Media and its robust TSM|Network provided our client with the ability to deliver a click-to-video campaign across numerous valuable mobile Web properties, which in turn creates awareness for the Navy to their key demographic audience."

"As the mobile advertising ecosystem grows, we're continually presented with customers looking to bring new, exciting campaigns to the mobile screen," said Tom Burgess, CEO, Third Screen Media. "As the first click-to-video campaign on the TSM|Network, the U.S. Navy campaign marks a growing trend of brands and agencies seeking Third Screen Media to enable their multimedia mobile campaigns."