Thumbplay News

By Dixon Galvez-Searle for Screen Magazine


Although mobile video is still getting off the ground in the U.S., major content providers, networks, and studios have started to deluge cellular callers with mobile-exclusive content. This will eventually open up the field to advertisers, once technology and infrastructure improve and mobile video becomes more popular as an entertainment and information option.

And yet, some advertisers are jumping on the mobile video train before it even pulls out of the station. Mitch Rotter is vice president of content acquisition at Thumbplay, a direct-to-consumer provider of mobile content ranging all the way from ringtones to video. He uses Mini as an example, citing a series of films sponsored by the automaker in the mold of BMW Films.

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