In what may be a landmark move for the business of mobile video, BSkyB has announced that it is to sell advertising spots around its leading mobile content packages.

Fiat and Adidas are reported to be the first two clients to show advertising that will be positioned both pre- and post reel around the mobile versions of Sky Sports and Sky News using Ad Infuse's adInMotion technology.

The ads used will vary according to type of content and time of day. Sky Mobile TV has been running for just over three years and currently offers a mix of around 30 live linear and made- for-mobile TV channels.

adInMotion is designed to offer personalisation of mobile advertising across all media types on all portable media devices via multiple content formats such as video clip to segment and customise the advertising experience of their customers, while allowing advertisers to purchase and execute campaigns across all media formats on all mobile devices.

The new mobile video sales operation will be based around SkyMedia, currently the digital arm of BSkyB's sales operation, Sky Media. The move is the first significant action taken by Tim Hussain, Sky's head of mobile advertising who joined the company in September 2008.