Lightningcast has launched its mobile video advertising solution. The company says their mobile video ad solution enables mobile providers to insert ads into both real-time broadcast content and on-demand clips.

Lightningcast says their solution is platform and device agnostic. However, some advanced capabilities may only be available to those mobile service providers that have the technology in place to support them.

"Content owners, carriers and other mobile video service providers now have a flexible and feature-rich ad insertion platform architected and designed to match the opportunities and complexities of the mobile TV environment," says Tom MacIsaac, CEO, Lightningcast.

Lightningcast clients include AOL, ABC News, Microsoft and MTV Networks.

"Lightningcast has been a believer in broadband broadcasting since 1999. Targeting and auditing ad inserts in mobile delivery of real-time content or on-demand clips is crucial to capturing bigger budgets from media buyers. Stats from ABI Research show as many as 250 million customers by 2010 for mobile video services up from about one subscribers today. ABI says that the $200 million mobile broadcast business could explode to an astonishing $27 billion by the end of the decade. Streaming ad systems like Lightningcast may open the way to faster adoption by ushering in mobile content underwriting, branded entertainment and sponsored trials not unlike the Pepsi/iTunes promotions," says Joyce Schwarz, author and iMedia contributor.

"We are responding to the ground swell in activity around mobile video -- in the last year, Cingular, Sprint, Qualcomm, AT&T, and Verizon have all announced mobile video platforms. The Lightningcast solution is ideally suited to the wireless environment and no one has more experience with in-stream advertising and specifically with live broadcast streams than Lightningcast," adds MacIsaac.