Financial media company Minyanville Publishing and Multimedia partnered with Rhythm NewMedia to distribute "Minyanville's World in Review" video content to mobile phones.

Minyanville's original, animated short videos will be offered alongside other snack-sized video content to consumers for free in exchange for watching a short pre- or post-roll video ad. Advertisers include Nike, Toyota and Land Rover.

"In general, our strategy is to get all content across to our audience using as many channels as it takes," said Charles Mangano, chief marketing officer of Minyanville, New York. "We are trying to cement our animations, Hoofy and Boo, as established icons of financial education."

Hoofy and Boo are a bear and a bull that are supposed to mimic the bullish and bearish investors in the financial industry. Minyanville uses infotainment to highlight the need for better financial understanding.

The company already targets its audience through partnerships with Fox Business Network, Yahoo Finance, T.D. Ameritrade, Dow Jones Market Watch, Bloomberg, AOL and MSN.

Rhythm NewMedia delivers a targeted and personalized video ad before the Minyanville video content, based on demographic data collected.

Rhythm both sells and serves these video ads. It in-line brand awareness research system is used for measuring customer satisfaction and ad effectiveness.

In addition to targeting by demographic data, advertisers can also specify frequency caps to help prevent waste.

Advertisers can target by content and tap into the interest of the mobile viewers, too.

Users can watch new episodes each week of Hoofy & Boo's antics as they provide investors an off-beat and humorous look at what's going on in the world of business and finance.

"Rhythm both finds the advertisers and serves the ads for us," Mr. Mangano said. "We have revenue split with them because we handle the content part.

"Mobile is just another brick in the wall for us," he said. "We want to be everywhere and as mobile devices become more and more capable, consumers will become more and more dependent on them."