Pinnacle's Aunt Jemima Frozen Breakfast is showing consumers it knows how to make the perfect batch of pancakes via an in-application mobile campaign that relies on site, sound and motion to convey its message.

When consumers click on the in-app banner ad, they can watch a video that features workers from the company talking about how to make the perfect Aunt Jemima pancakes. Additionally, users are able to see how the pancakes are made in the factory.

?Anything that has to do with mobile has to be part of an integrated strategy,? said Kunal Gupta, CEO of Polar Mobile, Toronto. ?And mobile video has to be part of that integrated strategy.

?People with advanced phones expect that functionality,? he said.

Mr. Gupta is not affiliated with Aunt Jemima Frozen Breakfast, nor did he work on the mobile campaign. He agreed to comment as a third-party mobile expert. 

Aunt Jemima did not respond to press inquiries.

The number of U.S. mobile users that watch videos on their devices has increased more than 40 percent year-over-year in both the third and fourth quarters of 2010, ending the year at a grand total of almost 25 million people, according to a mobile video report from Nielsen Co.

These consumers watched an average of four hours and 20 minutes of mobile video per month in both the third and fourth quarter of 2010,  which equals a 33 percent and 20 percent YOY bump increase in each quarter respectively, per Nielsen.

With stats like this, it is no wonder that brands and marketers are jumping aboard the mobile video bandwagon.

User interaction
The Aunt Jemima Frozen Breakfast mobile video advertisement is featured in the Ninjump Android app.

The banner ad says, ?Who makes the perfect pancake? We do! Click to see how.?

When users click on the ad, they are redirected to a mobile-optimized landing page where they can learn more about Aunt Jemima?s Frozen Breakfast?s ?just-like-homemade? process.

When consumers click on the video, they can see Aunt Jemima workers discussing how the company makes its pancakes and how they are just as good ? perhaps even better ? than other ones.

?It is incredibly important for a landing page to be mobile-optimized,? Mr. Gupta said.

Social integration
Consumer behavior on the fixed and mobile Internet has undergone a significant shift with the astonishing growth of social media.

Consumers now spend more time online and on mobile devices performing social activities than they do on email, content portals and instant messaging combined.

Recognizing the importance of social media in today?s consumers? lives, people that interact with the Android advertisement are routed to the Aunt Jemima Facebook page where they can view recipes and special offers.

Consumers can also rate the video ad and share it with friends and family.

In addition, users can comment on the video and read other user-generated comments.

?Companies looking to do mobile video banner ads should keep them short,? Mr. Gupta said. ?You?re not going to want to stream a large video because you?re going to lose the consumer?s interest.?

Final Take