MobiTV releases data on Mobile TV Usage and Advertisement Effectiveness

Feb 2008
For the first time, we seem to being witness to factual data on the use of Mobile TV and the effectiveness of advertising on this new medium. The MobiTV, with over 60 million handsets enabled with the service and 3 million subscriptions has reported upto 300% better response to contextual ads.
There has always been an industry debate whether the users would be willing to watch 30 second Mobile TV ads and rather not switch channels. The viewer ship data shows that they are not only willing to watch the ads but click on contextual links and buy products and services from this very personal medium. The fact that Mobile TV will in fact end up providing a very interactive and personal medium ( See Chapter 15, Mobile TV Book) is indeed proving very true, providing a new measurement supported opportunity to advertisers.

The data released also shows that the mobile TV also held a “ pride of ownership” factor- over 67% of isers had demonstrated the device at parties and in social circles.
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