MobiTV: Consumers clicking through on mobile ads

Mon, 02/25/2008 - 7:25am
Mike Robuck

A recent study by MobiTV found that mobile video viewers are not only watching ads, they are taking action by clicking for more information on contextually based ads.

The study, released today, said that users of MobiTV’s service engaged with ads they viewed at a rate of 300 percent above direct-response industry standards. The MobiTV study measured consumer response in ads that were placed into mobile video content.

MobiTV's flagship advertising engagement test program also included integrated campaigns and branded channels, providing marketers with interactive ways to tie-in their brands and products.

Utilizing interactivity options, viewers of the MobiTV service moved from watching 30-second television ads to taking action to learn more about the products and offers through click-to-dial invitations, deep links to WAP sites, advertiser-branded channels and more.

MobiTV said that several branded channels gained popularity with usage that rivaled some premium channels.

"Using MobiTV's advertising platform and branded channel experiences, advertisers now have the ability to go beyond simply targeting their audiences on mobile phones – they can create compelling, branded entertainment experiences that connect viewers with their products and offers in a new and compelling way," said Jack Hallahan, VP of advertising and brand partnerships at MobiTV. "This year will see mobile video ads become significant to the small-screen medium, answering many of mobile advertising's challenges.”

Aside from mobile advertising data, the study also found that 43 percent of parent users use the MobiTV service to entertain their kids while traveling in vehicles, while 85 percent of the users said they watched more TV at home after signing up for MobiTV’s service.

MobiTV has three million customers who subscribe to its 50 live TV channels or digital music offerings, or both services.

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