The Humane Society of the United States has extended its online video library to Apple iPhone and iPod touch users.

The Humane Society of the United States, the nation's largest animal protection organization, tapped the FeedRoom for the launch of the mobile marketing application. A FeedRoom customer since 2007, HSUS delivers information and alerts to millions of online users by enabling Web sites, blogs and social media sites with video and podcast RSS feeds, and other video-sharing capabilities.

"Working with the FeedRoom, we developed a mobile video interface with our online video library page, and the FeedRoom redirects iPhone consumers to this video-mobile interface," said Frank Loftus, Gaithersburg, MD-based senior video producer for the Humane Society of the United States.

"We have a Flash-based site so that's where the challenge came in, ?How can we make our videos mobile and bring them to the iPhone?'" he said. "All we needed to do was to create this mobile video interface so people could access the correct file based on their handset.

"We didn't have to encode more files or rethink anything, just give people access to the files, and that's where the FeedRoom came in."

The Humane Society of the United States is a Washington, DC-based animal welfare group, which in 2007 saw an increase in both membership and revenues to 10.6 million members and a budget of $120 million.

Established in 1954, the objective of HSUS is to protect all animals from suffering.

The FeedRoom specializes in online video communications, as well as live streaming video and digital asset management.

Organizations, such as Autodesk, Barnes & Noble, Boeing, Bristol-Myers Squibb, Hewlett-Packard, MetLife and the Pentagon rely on the FeedRoom to help engage audiences, build brands, monetize content and manage rich-media assets.

Delivered in a Software-as-Service model, FeedRoom 4.0 Enterprise Video Platform is a scalable publishing system that integrates with existing content management systems, social media tools and Web analytics.

The system supports a variety of customizable, lightweight video players and the FeedRoom Studio publishing interface.

Unlike consumer video-sharing sites, FeedRoom 4.0 ensures positive online brand experiences for Fortune 500 enterprises, media organizations and government agencies by providing control over the distribution and measurement of video content for marketing, public relations and corporate communications.

According to the AdMob Mobile Metrics report for March 2009, the iPhone now accounts for 50 percent of all mobile Web traffic from smartphones in the U.S., up from 10 percent a year ago.

Fighting for the protection of all animals, HSUS relies heavily on Web video to advance its advocacy, fundraising and awareness efforts, and often goes to extremes to capture and make footage available.

By taking the animal movement mobile, the organization hopes to engage new members in its efforts to end animal cruelty.

When users access the HSUS site, they are redirected to a mobile interface that gives them access to the organization's entire video library as MPEG4 podcasts.

When new videos are added to the content library or playlists, they are automatically added to the site.

The FeedRoom added a ?Take Action' button on the video player, and now the studio publishing interface lets HSUS to customize each video with its own call-to-action.

The convergence of smartphone technology and Web 2.0 marketing strategies is extending the communications environment for HSUS exponentially, according to the FeedRoom.

The next step for HSUS is to develop a similar interface for RIM's BlackBerry and Palm Pre users.

"The goal is, if you get moved by a video, there's an action you can do, such as send a letter to a Congressman or volunteer," Mr. Loftus said. "The goal is to empower the viewer, and we're trying to bring that experience to the mobile device.

"What's great about the mobile device is that it becomes a social experience," he said. "It's fascinating to see someone view a video out in the public, showing other people on their iPhone.

"We're also using social networks and encouraging people to send an email or text to their friends and family to increase the viral element."