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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