Proctor and Gamble, the largest U.S. advertiser, will be advertising its Herbal Essences shampoo on Amp'd Mobile.

The move gives a huge boost to mobile video as a viable advertising channel, and it gives P&G access to 50,000 Amp'd subscribers, Advertising Age reports. P&G has purchased 15- and 30-second spots that will begin appearing Amp'd's mobile video channels in October.

Beginning next year, Amp'd will offer discounts to subscribers that opt-in to providing their age, gender, and location. Additionally, the popular Amp'd Overdrive package could be offered at a discount, if subscribers agree to view ads and also agree to let marketers contact them based on information the subscribers provide.

P&G is expected to increase its mobile advertising spending later this year by rolling out additional promotions through its Interactive Marketing Innovation Consumer Solutions program.