Ford Motor Co.'s Lincoln brand is running advertising on recently launched mobile video content from NBC's news programs, now available at MSNBC's mobile Internet site.

MSNBC's new mobile video and advertising capabilities are powered by Transpera. MSNBC.com Mobile now features branded video destinations for "Today," "NBC Nightly News with Brian Williams," "Meet the Press," "Dateline," "Countdown with Keith Olbermann" and "The Rachel Maddow Show."

"The demographic of mobile video consumers directly aligns with the Lincoln target and we've seen great results from our marketing efforts with Transpera on the Lincoln MKS launch," said Brian Bos, senior vice president/convergence director for Mindshare"Team Detroit, Dearborn, MI.

"We're pleased to hear that MSNBC will be offering up this unique mobile video ad unit and we look forward to continuing our relationship with Transpera -- and extending it to MSNBC -- for the spring launch of the Lincoln MKZ," he said.

Lincoln is running targeted 5-15-second Peek pre-roll videos ads coupled with display advertising on the mobile site. The goal of the mobile campaign is to promote the Lincoln MKS.

The Lincoln MKS is a full-size luxury sedan. The Lincoln MKZ, initially named the Lincoln Zephyr, is a mid-size, entry-level luxury car.

"Adding video truly enhances the mobile news experience," said Frank Barbieri, founder/CEO of Transpera, San Francisco. "We're honored to bring that capability to the MSNBC.com Mobile service and their millions of users who can now get immediate access to video news they care about.

"Transpera will enable companion banner ads synched with our Peek in-stream pre-roll video ads throughout the MSNBC mobile Web site, surrounding the mobile consumer during the session, which we believe will lead to higher brand awareness and purchase intent than most banner-only mobile ad executions today," he said.

"Transpera's ad sales team has enabled advertisers such as Ford, Fox Searchlight and others to participate in our premium mobile video ad-network."

Transpera currently powers mobile video channels for such premium online video brands as AccuWeather.com, the Associated Press, Break.com, CBS News, Discovery Communications, ebaum's World, Fox Reality Channel, maniaTV, MSNBC.com, MTV Networks, Next New Networks, Revision3, Showtime, the Travel Channel and the Weather Channel.

MSNBC.com is a news joint venture of Microsoft Corp. and NBC Universal.

Consumers can access MSNBC's mobile Internet site by typing "msnbc.com" into a mobile device's browser or by visiting http://msnbc.com.

"MSNBC.com Mobile attracts some of the most affluent and powerful consumers in the country, including high-income professionals and business decision makers," said Jeff Maurone, product manager for MSNBC.com, Redmond, WA. "They enjoy the rich, interactive experience on the site that delivers a fuller spectrum of news.

"They can easily watch ?NBC Nightly News,' ?Meet the Press' and ?Today' video, as well as access content from sources like Newsweek, BusinessWeek, the Washington Post and Forbes -- all from their mobile devices," he said. "MSNBC.com kicked off a mobile marketing initiative that will build awareness, generate excitement and ultimately drive mobile video consumption.

"We leveraged a mix of new and traditional media, which includes TV spots that will air on NBC News properties, online promotion, press and blog outreach, and digital word of mouth through social networking tools."

MSNBC.com Mobile lets consumers access breaking news video from their mobile device.

In addition to having access to sports scores, politics, travel, local news and now video, mobile consumers will soon be able to access even more video.

MSNBC.com Mobile will soon feature video from MSNBC TV's "Morning Joe" and "Hardball with Chris Matthews."

Transpera, a mobile video delivery and advertising network, powers the video and integration of targeted, dynamic mobile advertising into MSNBC.com's mobile Web service.

The integration of new advertising capabilities offered through Transpera's ad platform introduces new revenue opportunities for MSNBC.com.

For advertisers, this presents another opportunity to connect with NBC's on its rapidly growing mobile platform.

According to Nielsen Online, MSNBC.com was named the No. 1 current events and global news site for the ninth-consecutive month, with more than 41 million unique visitors in February 2009.

In addition, as reported in Nielsen Mobile's January 2009 report "Tuned into the Phone: Mobile Video Use in the U.S. and Abroad," news remains among the top five most popular categories for video viewing on the mobile phone.

"MSNBC.com is America's No. 1 news site and the leader in online news video," MSNBC's Mr. Maurone said. "Transpera is the largest premium mobile video delivery and advertising network in North America.

"By working together, MSNBC.com Mobile has an industry-leading platform for formatting our diverse catalog of video, and now this world-class video is available to millions of mobile users," he said. "MSNBC.com was looking for an innovative solution for formatting video and presenting it on our mobile site with a robust advertising platform."

"Transpera delivers that strong platform and allows us to seamlessly insert ads into video, expanding opportunities for marketers who want to connect with our rapidly expanding mobile audience."