• by Gavin O'Malley  @mp_gavin, January 5, 2006

The densely ad-supported broadband content network Heavy.com has brought in mobile veteran Alex Green to extend its reach beyond young consumers' PCs. As senior vice president and general manager, Green will spend the next several months working with Heavy's management team to plan a mobile strategy involving content distribution deals with carriers, product development, and an advertising strategy.

Racy, satirical, and, at times belligerent, Heavy's Web site offers a mosaic of video clips, radio, and games that attract the young males (and increasingly females) so coveted by advertisers today. The site is laden with brands like Diesel, Sony, and Nike, as well as trailers for films such as New Line's "Wedding Crashers."

Green, however, said a mobile advertising strategy has yet to be worked out. "We're seeing a lot of interest from carriers, and I imagine we will eventually reach revenue sharing deals."

Green--who has spent the last five years flushing out content distribution deals for the mobile entertainment publisher Mforma--said he was drawn to Heavy.com because of its strong user base.

"Unlike all the other pure-plays out there, Heavy has a huge user base of over 10 million (per month) that we can market wireless services to," said Green.

Explaining that it takes time to firm up mobile distribution deals, Green said the bulk of Heavy's content would not be available via mobile until the third quarter of this year.

For many content publishers and content aggregators, mobile has emerged as the brightest star moving into 2006.

"Mobile is going to be a major area of focus for Heavy," Simon Assaad, co-CEO of Heavy.com, said in a statement released upon Green's appointment.

From portals like Yahoo! and AOL to top TV networks including CBS and NBC, Internet players are taking pains to make their content mobile-friendly as well as forge relationships with U.S. carriers such as Verizon, SBC Communications, and Cingular.

Advertisers, too, are energized by the possibility that mobile will be a new and more reliable means of reaching youthful consumers.

Peter Evans, vice president and group director at Carat Fusion, said existing clients like Adidas are determined to get mobile campaigns going in the United States in the coming year. "That's what everyone is excited about right now--reaching young people on their mobile phones."

Added Green: "From an advertising perspective, Heavy's clients are looking for ways to reach consumers beyond online advertising. Targeting mobile devices like cell phones is a logical next step."