MTV Networks (NYSE: VIA) is launching its first ad-supported, mobile video-on-demand service with carriers. With the U.S. Air Force signed on as its first advertiser, pre-roll ads from the military branch will run prior to sponsored episodes of The How To Show, MTV’s made-for-mobile series where musicians, celebrities and athletes teach various tricks of their trades. The campaign will also play on MTV’s WAP site.

MTV is also working with MobiTV, an existing partner, to launch a research project looking into the effectiveness of premium mobile VOD advertising. MTV, MobiTV and others are seeking how best to program and optimize video ads on mobile VOD services while still retaining viewers. MTV is preparing to experiment with pre-roll ads in various lengths and formats across all of its mobile VOD channels to learn more.

MTV has more than 80 distribution deals and 40 on-demand and streaming mobile video services across the globe. In July, MTV said it streamed almost 10 million mobile video clips on demand.