Direct broadcast to mobile devices is transforming an advertiser’s ability to reach and engage consumers. Many local broadcast stations are offering Mobile DTV advertising. Capabilities include interactive advertising, electronic service guides for program information, closed captioning, emergency alerts, and interstitial ads.
Mobile Advertising Case Study: Executive Summary
The real-world showcase of Mobile Digital Television taking place in Washington, DC from May through early November 2010 provides a much-needed opportunity to learn how consumers would interact with traditional television on new platforms. Managed by the Open Mobile Video Coalition and sponsored by LG Electronics and Samsung, the 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.
Full results of the Consumer Showcase will be forthcoming; this case study focuses on the findings of the Project Roadblock: Mobile advertising test that was conducted during the Showcase. In partnership with the OMVC, TVB and the AdCouncil planned and executed a mobile campaign, based on the longstanding local TV “Project Roadblock” PSA campaign designed to raise awareness of the dangers of drunk driving and buzzed driving.
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.
With 147 mobile phone users in the 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.