Velti announced today that it has partnered with Vantrix, a mobile content delivery company, to support a universal video advertising platform. Armed with the Vantrix Media Broadcaster device detection and video optimisation technology, Velti can stream or provide on demand ad-supported video content on mobile internet sites to a vast array of mobile devices.

“With over 3 billion mobile users globally, the adoption of mobile media and advertising continues to be a catalyst of growth in our industry,” said Alex Moukas, CEO of Velti. “As new devices are introduced each day it is increasingly important to reach your target market, regardless of which gadget or service provider they use. With the help of Vantrix to detect any device and adapt the video content for each specific phone and network conditions, Velti is able to provide a technology agnostic mobile advertising platform with high-quality video content.”

Mobile users who subscribe to video services delivered by Velti’s enhanced Mobile Marketing Platform (MMP) are asked to provide basic personal data such as gender, date of birth, area of residence and range of income the first time they sign up. This information, combined with additional behavioural and contextual data managed and updated by Velti’s Personalization Engine, as well as device, carrier and network performance characteristics provided by Vantrix, is used to target consumers with advertising that’s relevant to them. Mobile users can then use the service on most networks for free and view video clips as often as they like. Brand advertisers will bear the cost of the service, so users can enjoy high quality video on their mobile phones, complete with targeted ad content.