Sony (NYSE: SNE) Pictures Television is revamping its mobile advertising capabilities with a new service that will enable the entertainment giant to automatically insert ads, a first of its kind for WAP sites in the United States, according to the company. The company’s Minisode Network, which is on the carrier decks at Sprint (NYSE: S) and Verizon Wireless (NYSE: VZ), also operates off deck through the support of ads. “None of these video-on-demand services have the ability to dynamically serve ads,” said Eric Berger, SVP of mobile entertainment. “If you want to have video-on-demand with advertising you have to do what we call stitch the advertising onto the video.”

After a sponsorship campaign ends, Sony and its competitors have had to pull down the content, edit new ads into video clips, re-encode the video and post it all over again. The new system, which is powered by Mobixell Networks, will stick the video advertisement into existing clips as a pre-roll, post-roll or interstitial ad with no downtime. Berger: “It enables us to move in and out of campaigns more quickly and put more advertising partners through this service so they can deliver more impressions.” Sony’s Minisode Network uses pre-roll ads before each clip and uses just one sponsorship at a time. The company hopes its ad-supported network will flourish outside the carriers’ walled gardens, but Berger admits there are shortcomings: “The challenge for us is the business doesn’t really scale today.” Mobile ads aren’t simply given away, but get bundled into packages at the company’s ad unit.