Mogreet is scaling out its mobile video greetings platform into an ad network. Previously, users could send free, ad-supported video greetings via MMS, or pay for a greeting without the ad. Now advertisers can launch their own MMS-based campaigns; clients currently using the service include Paramount, which is embedding movie trailer clips as greetings, Fox Searchlight Pictures and Reebok (pictured). The brands manage their own user lists, and must provide users with an opt-out option, per MMA guidelines.
CEO James Citron said the fact that Mogreet’s MMS ads function on all phones — from feature phones (which are popular with tweens and teens), to smartphones — gives the company’s platform more utility and reach than some of the new app-based video ad networks like iVdopia. “There is a lot of excitement around smartphone applications,” Citron said. “But we consistently heard from marketers that they needed a platform to reach all of their customers — not just the 10-20 percent of their users with smartphones.” Release.