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.”
Article Sponsor
More News
Reader Comments.
No comments yet
Leave a Comment
Features
- Quality Video: DIY (Cheap) or Else December 1st 2008
- Will Widget Channel Be Tuned In? November 26th 2008
- Internet Vs. TV Smackdown: Friends or Foes? November 25th 2008
- Search Marketing Is Better Than a Bailout November 24th 2008
- With Ads, Pretty Is as Pretty Does November 21st 2008
Spotlight
Turn VP: Ad Network Shakeout “Inevitable”ADOTAS EXCLUSIVE – Turn bills itself as the world’s first Smart Market for online advertising. Turn’s VP of product and [...] more...
Latest News
- Media6Degrees Announces Commercial Launch December 1st 2008
- Whither $400 million in GM Ad Spending? December 1st 2008
- Twittering Disasters December 1st 2008
- Huffington Post Reels in $25M December 1st 2008
- Microsoft, Yahoo Search Deal a No-Go December 1st 2008
- I Got Me the Cyber Monday Blues December 1st 2008
- Strange Bedfellows: Obama and Spears Top Yahoo Searches December 1st 2008
- Thank God For Office Sex November 26th 2008
Reader Favorites
Classifieds
Most Commented
- Targeting Is the Ad Network "Killer App" (7)
- Vengence is Mine Saith Ballmer (6)
- Study: Blogs Beat Social Networks on Purchase Influence (5)
- Federal Bailout Proposed for Online Ad Industry (4)
- Ad Networks That Buck the Downward Trend (4)
- When Boomers, Gen Y Collide (4)
- Self-Serve Ad Exchange: This Century's Strowger Switch? (3)
- Bust-Outs and Layoffs: Apple, NBCU, Nokia, Spot Runner, WildTangent (3)
