…is the length of the average viewing session for mobile TV users in Ericsson’s trial with Norweigan broadcaster NRK. The trial also used personalised advertising, which generated an average click-through rate of 13 percent, a level it managed to maintain throughout the trial. Adverts were tailored to the user’s age, gender, location, and personal interests and formats included videos, banners, ticker texts and branded downloadable content. Source: Ericsson.
What are the implications for advertisers accustomed to traditional TV promotional slots when mobile viewing times are so much shorter? Can you run effective video advertisements within a shorter time frame or will customers be willing to spend a greater proportion of their viewing time watching adverts to make mobile TV less expensive or free? Please post your comments to the blog by clicking below…
Antti Öhrling, co-founder of advertising-funded MVNO Blyk is speaking at our MEX conference in London on 2nd – 3rd May 2007, where he’ll talk about his company’s visioning for building an advertising experience that customers value and inspire a breakout discussion where all conference delegates will participate in defining a response to this challenge.