• by Erik Sass  @eriksass1, March 8, 2011

TidalTV is bringing its suite of video targeting and optimization capabilities to mobile video, giving mobile video publishers and advertisers access to the same services currently provided by TidalTV for online video and ad content.  

TidalTV describes its mission as helping brands "target the right ad, to the right person, at the right time, in the right place."

With the addition of mobile capabilities, TidalTV can effectively manage the reach and performance of video content across online and mobile platforms with a single set of optimization and yield management tools.

Mobile video ad units are delivered in HTML5 format, with prominent ad placements in mobile content and applications. TidalTV is launching the new service with a contract in partnership with Media Contacts to handle multichannel mobile and online video targeting and optimization for Amtrak.

Kevin Haley, TidalTV's chief scientist, stated: "Digital video advertising has historically been relegated to a screen-specific media planning, buying and management process, which limits the advertiser's ability to optimally achieve overall campaign objectives."

Haley added that developing a device-agnostic video ad platform enables advertisers to achieve "cross-channel targeting, optimization, management and reporting of a campaign." The new service acknowledges that more marketers are adding to their digital and mobile ad budgets.

TidalTV cited Nielsen data showing that among Americans who watch mobile video, the average viewer watches just over three and a half hours per month -- a figure that is expected to go up in parallel with rising adoption of smartphones and tablet computers like the Apple iPad.