The Gizmondo mobile entertainment device - able to receive geographically and demographically targeted streaming video ads - will launch next month in the U.S., and the company will break a multimillion-dollar, multi-channel ad campaign targeting young early adopters, reports MediaPost, citing Gizmondo CEO Michael Carrender. The handheld, which began trials in the U.K. in March, is a videogame, movie, and music player; a web browser; text message and email sender; a camera; and a GPS-loaded navigation and tracking device.

Gizmondo, a subsidiary of Florida-based Tiger Telematics, plans to spend at least $30 million from now until its October launch date on TV, online, guerrilla and word-of-mouth marketing, according to Carrender, including an emphasis on endorsements by rap stars. Most marketing and sales will be handled internally, although Gizmondo might bring a media buying agency in-house at some point according to a company representative.

The company will sell two types of Gizmondos: a $400 version that will not receive "Smart-Adds" advertising, and a $229 version that will receive at most three :20 - :30 ads per day. Buyers of the ad-supported unit are expected to complete an online questionnaire for improved ad targeting. Adidas, Sprite, and Levi's are among the companies serving ads over the devices currently being tested in the U.K.