• by Laurie Sullivan  @lauriesullivan, May 12, 2010

Mogreet took video advertising services global Wednesday with the launch of a campaign for Jabra, which makes headsets for mobile devices. The company's technology stuffs videos through the mobile messaging service (MMS) pipe to serve up content on phones. It delivers videos to consumers with mobile handsets that support MMS features, as long as the phone can send and receive text messages and play videos.

The campaign aims to create awareness and interest in a fictitious condition dubbed "Cellbow," or cubital tunnel syndrome. It's described as a medical condition resulting from excessive mobile phone use without a proper hands-free device. It launches simultaneously across multiple countries and more than 35 wireless carriers, including AT&T, Verizon Wireless, T-Mobile, and Sprint. A source told MediaPost the company leverages a grandfather clause to seamlessly deliver those videos across carriers.

Consumers can share the Cellbow video with friends in the United States, Canada and United Kingdom, as well as through Facebook, Twitter, MySpace and other social networks.

Jay Goss, senior vice president of sales and marketing at Mogreet, described the company's first "transatlantic" campaign as "groundbreaking." The technology now supports video messaging through SMS to most countries, except Japan and parts of Africa. During the Southern California Venture Network gathering late Tuesday, he told MediaPost that the ability to add "video messages to short codes turns an impression, which once happened in a moment, into a long-time conversation between advertisers and consumers."

Jabra isn't the only company tapping into mobile video advertising through the SMS pipe. Television networks and movie studios like Warner Bros, Paramount, and Lionsgate now allow fans to opt-in and receive video trailers of favorite shows and movies just before they air or are released.

Mogreet also allows advertisers to log into a dashboard where they can create and manage campaigns. The platform supports analytics allowing advertisers to track campaigns by minute, state, and phone type.

The idea has also moved into the business-to-business space. Goss says Mogreet works with an unnamed pharmaceutical company that relies on promotional videos to reach doctors, sales teams and other distributors. The technology works on most phones, except the new HTC Droid Incredible from Verizon.

Within two years, Goss expects the trigger that delivers those videos to mobile phones will become QR codes or an app similar to Google Goggles, where consumers take pictures with a camera phone and submit it, rather than send text messages to trigger the initial video. "The issue is that manufacturers need to start shipping the handsets with the technology pre-loaded, and that won't happen for a while," Goss says.