Mobile DTV

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.

Local Broadcast Stations Offering Mobile DTV

Learn more about Mobile DTV capabilities:


The Open Mobile Video Coalition (OMVC) is an alliance of U.S. commercial and public broadcasters formed to accelerate the development and rollout of mobile DTV products and services.

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.

Key findings include:

  • Recall of 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 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. 
     

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.  

Resources

The Dyle Mobile TV Data Report

Dyle Download - Latest Accessory & Look!

Mobile Advertising Case Study (PDF)

Latest News from the OMVC

TVB’s Abby Auerbach Weighs In on Mobile DTV and Local Broadcast Stations

 
 
 

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