As Viacom’s MTV Networks (MTVN) prepares to undertake its first mobile video advertising venture, it said it will release its maiden mobile video ads on carrier-operated premium video-on-demand (VOD) services.

“Our audiences continue to access and enjoy our premium mobile VOD offerings in droves, and we’re excited to partner with the Air Force to realize the untapped marketing potential at hand for advertisers,” said Greg Clayman, Executive Vice President of Digital Distribution and Business Development for MTV Networks.

Continuing its successful partnership, MTV has pulled in US Air Force as its first advertiser and will run U.S. Air Force ads preceding episodes of its made-for-mobile series ‘The How To Show’, the USAF will also co-brand the program, which documents musicians, athletes and other celebs as they teach audiences the ins and outs of their respective trades.

Created by advertising agency GSD&M Idea City, the advertisement will also span across MTV''s mobile website.

Simultaneously, MTV said it will also partner with carriers employing MobiTV's mobile broadcast platform to initiate research into the effectiveness and optimization of premium mobile VOD advertising.