Conde Nast Publications' Vogue magazine is using JuiceCastor's mobile video search service to enable consumers to watch Shopvogue.tv fashion videos on mobile.

Consumers can also browse and buy products featured in the advertisements in Vogue and in the videos. The fashion-focused Vogue is the circulation leader among all Conde Nast titles.

"The target audience is all readers of Vogue and all visitors to shopvogue.tv," said Nick Desai, CEO of Juice Wireless, Los Angeles. "Any of those people can instantly see Vogue's latest fashion videos right on their cell phones.

"This has value and appeal either at the point of purchase, during idle time, or as a rich-media complement to the magazine itself," he said. "Thus, the targets are all fashion-conscious consumers who are readers of Vogue and its Web properties."

Shopvogue.tv is a broadband entertainment network with advertising in Vogue and original programming that's been developed by advertisers.

Mobile phone users who have video-capabilities can access shopvogue.tv's mobile video content by texting the keyword 'SVTV' to '84462.' Juice Wireless' mobile video search tool then replies with a link to a library of Vogue programming, such as "60 Seconds to Chic," "Behind the Lens" and "Trend Watch."

Users can comment on, rate and share videos directly from their mobile devices.

"The goal is to get consumers to understand that Vogue's valuable video content is now no farther than their mobile phone," Mr. Desai said. "Enabling this access brings Vogue's content to the phone and extends brand loyalty to the mobile platform.

"Shopping is a 'being there' experience and so mobile access is critical," he said. "Now, Vogue doesn't just help you figure out what to go shopping for, but it helps you when you're actually shopping because you can instantly get their videos on-demand, on your phone, right when you are shopping.

"Vogue's content with JuiceCaster's mobile video search technology delivers the immediacy of mobile search to the efficacy of video content," he said. "For Vogue and their advertisers, this is a way to touch the consumer closer to the point of purchase. For consumers, this is a way to access Vogue's content as they shop."

Juice Wireless claims its mobile video search tool is the first search service for instantly accessing and viewing video content on wireless devices. It works on more than 95 percent of video-capable phones.

"The challenge in realizing this service is delivering video in formats compatible with the hundreds of different handsets across all the major wireless operators in the U.S.," he said. "That is an exhaustive technical challenge.

"The other challenge is making this service easy enough that real consumers will actually use it," he said. "From the market perspective, the challenge this service addresses is the ability to have video content with you all the time, everywhere, on-demand."