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Ericsson and the Norwegian Broadcasting Corporation (NRK) have just announced the results of their 3-month collaborative trial project to deliver mobile TV advertising that is customized to the viewer. During the trial period, NRK broadcasted two mobile TV channels, as well as five radio channels, with a mobile TV version of the popular Norwegian TV show På tråden (On the Line). Users could interact with the shows by voting, chatting and contributing content like photos and video clips.
The whole point is to market interactive advertisements that are customized to a user’s age, gender, locale, and interests, using videos, banners, and text messages. And, according to M:Metrics, average click-through reached 13 percent! While average viewing time doubled to seven minutes, when interacting with ads!
NRK development director, Gunnar Garfors, says, “We aim to provide our viewers and listeners with content that is relevant and of interest to different target groups. The same should apply to advertisements. New functionalities such as fast channel- switching between seven TV and radio channels make content, ads and services as accessible as users expect.”
The results of this trial sets the stage as the basis of future mobile TV business models. Users get an improved mobile TV experience through interaction, while at the same time providing content providers and network operators access to a larger audience and more traffic.
Paul Goode, VP M:Metrics, says,”Previous research from M:Metrics has shown that pricing is a major deterrent to the adoption of mobile TV, and that up to 41 percent of mobile TV consumers would accept advertising-subsidized services. The results of this trial confirm the willingness of viewers to embrace advertising. This is excellent news for the growth potential of mobile TV audiences.”
That’s all good news for the future of mobile TV – at least in Europe. Interactive mobile TV sounds like a hoot! We can only hope that services like this will reach US shores, in due time. Those lucky Europeans and their mobile TV…
via: marketwire
About The Author
Will Park
Will hails from The City of Angels - Los Angeles, California. He spends his time playing with his numerous gadgets and looking forward to seeing what future holds for mobile technology. An avid promoter of a fully "digital" life, he promotes the widespread adoption of truly mobile, paper-less living. He dreams of the day when he can go completely digital. No more snail mail, paper receipts, bound books, notepads/spiral notebooks, credit cards, hard currency. He's a digital warrior - fighting for the converged life. He is an idealist and a realist - he has a perfect view of what the world should be but knows that the world is not perfect. Can we ever hope to see Will's dream become reality? We'll see...
