Mobile Video and Early 3G Services scrutinizes a number of mobile video campaigns from a range of different operators, delivering insights into the successes and failures of each TV ad. This will enable readers to draw on the experience of others, and thus avoid the costly pitfalls of unsuccessful ads, as well as improve their chances of producing successful mobile video advertising by replicating some of the features that work. This kind of knowledge is essential, since this is an entirely new category of service, and the experience so far of creating ads for mobile video is limited. The aim of this report is to provide the best possible base from which to build a mobile video advertising campaign.