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Mobile Advertisers Have Work To Do

Written on

Jul 11, 2007 

Author

Sarah Novotny  |

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Mobile Advertisers Have Work To Do

Knowledge Networks/SRI has published its 2007 edition of “How People Use Mobile Video”, which shows that the number of mobile users viewing video and advertising has increased by 40% in laptop users and doubled in hand-held device users.

There is evidence in the report that shows that mobile video is not necessarily as homogenous as originally considered. Dave Tice, vice president and managing director of Knowledge Networks/SRI states, “Rather than think of mobile video as one big monolith, people are going to have to think about these as different platforms and [about] how consumers use them.”

The percentage of video usage on iPods and cell phone is almost identical, however iPod users are more likely to watch longer content while cell phone tend to go for the shorter. 46% of cell users reported an average viewing time of five minutes or less while 53% of iPods users reported and average of thirty minutes or more.

Tice concluded, “It might be more of a problem for someone trying to download a 30-minute video on a cell phone,” saying the orientation of the users is different.

The number of iPod users who use the video capabilities of their devices has jumped dramatically from 1% to 54%. However there is the observation that newer generations of mobile phones may impact these behaviors over time.

The ad industry gets both positive and negative results from consumers. Users are willing to watch ads should they accompany free downloads, however less than 30% feel mobile ads are relevant to them.

Tice sees this as an opportunity for the advertisers. “I think that it’s a telling finding, because people don’t see ads on mobile videos as being any better than television, but if advertisers are able to use the one-to-one targeting nature of mobile to do a better job of making their marketing messages more relevant to them, then they can probably improve those perceptions over time.”

Tags: advertising, cell-phones, ipods, laptops and video-use

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