Mobile Digital Television Advertising Will Be Compelling New Platform for Sponsors


Viewers Remember Specifics of “On the Go” Advertising

New York, Nov. 8, 2010—A newly released case study on Mobile Digital Television advertising demonstrates that the emerging platform could provide advertisers with unique possibilities for customized, effective messages that reach consumers on the go.
In partnership with the Open Mobile Video Coalition (OMVC), TVB and the Ad Council planned and executed a mobile ad campaign over the summer, based on the longstanding local TV “Project Roadblock” PSA campaign designed to raise awareness of the dangers of drunk driving and buzzed driving. The campaign was included in the real-world Consumer Showcase of Mobile DTV in Washington, D.C. The 3-week “Project Roadblock: Mobile” campaign, centered around the July 4th holiday, included three advertising elements: 30-second spots, interstitial billboards that appeared during channel changes, and interactive banner ads that appeared on the mobile DTV channel guide. Eight local broadcast stations participated in the campaign.
Harris Interactive conducted surveys pre- and post-campaign to provide information on awareness and recall of the PSAs for mobile TV viewers. Key findings include:
  • Recall of anti-drunk driving advertising by mobile phone users in the Showcase more than doubled, from 15% prior to the launch of the campaign to 34% post-campaign.
  • The majority of users who recalled seeing the ads saw them while they were out of home (69%).
  • While the 30-second spots had the highest recall, fully one-third of mobile phone users who remembered seeing the ads also remembered seeing the interstitial billboards.
  •  A number of respondents were able to recall key elements of the campaign, including specific visuals that were unique to the billboard ads.

Managed by the OMVC and sponsored by LG Electronics and Samsung, the Mobile DTV Consumer Showcase provided nearly 375 participants with either a specially-modified mobile phone, netbook, or mobile digital TV/portable DVD player. In exchange, Consumer Showcase participants provided feedback on their experience. With 147 mobile phone users in the mobile-advertising case study, the test results should be considered directional rather than statistically projectable; nonetheless, the results are noteworthy and provide a good starting point for future Mobile DTV tests and the promise of Mobile DTV advertising.  

“The potential for Mobile DTV advertising is tremendous,” said Abby Auerbach, TVB’s executive vice president and chief marketing officer. “Research studies consistently demonstrate that television is the most persuasive ad medium, and local broadcast television has the strongest connection with communities. As Mobile DTV rolls out, local television will provide the added benefit of being the most portable and personal media connection to consumers.”

Leith El-Hassan, the Ad Council’s VP - media marketing and distribution services, said: “The Ad Council is very excited about the results of the mobile video showcase in its ability to create awareness about our Buzzed Driving message. We are truly grateful for the support local broadcasters continue to provide for our sponsors’ important messages.” 

Vince Sadusky, CEO of LIN Media and president of the Open Mobile Video Coalition, noted the great opportunity for mobile advertising through Mobile DTV:   “One of our key findings from the OMVC’s Consumer Showcase of Mobile DTV is that ‘Daytime is the new Primetime,’ because viewers tuned in more frequently during the day than before and stayed with programs they could enjoy when away from the main living room TV.  Whether during a break at work or while standing in line at the supermarket, it’s obvious that more people will watch local TV channels if given the opportunity to do so on a convenient device with interesting daytime programming.  This is a great opportunity for mobile advertisers who want to reach more viewers more frequently.”

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