Following on from my post yesterday about Respond Mobile's launch of Rhythm TV, I spied a new report from Nokia (links to download here) about mobile TV and advertising which should make interesting reading for anyone remotely interested in this area.Dr Shani Orgad from LSE (author of the report) believes that personalisation and interactivity (including user generated content or UGC) will be the drivers of Mobile TV and that it will lead to a more personal and private consumption of TV than current broadcast models. So this bodes very well for adult and erotic content on mobile;)
I'm not sure what the impact will be for advertisers. As Dr Orgad suggests, advertisers will have to think outside the box and be more subtle in their approach (which is my advice for pretty much any mobile campign). Mobile anything is about snacking and a few seconds can feel like an inordinately long time on a mobile phone. Don't ask me why, but maybe it's to do with the small screen and the context in which you're using the device - i.e. out and about and on the move rather than slumped on your sofa?
So I'm not sure how much tolerance there wil be to a 5 to 7 second advert, or indeed, how much an advertiser can get across in that minute amount of time. She also goes on to say that you need to create affinity between the consumer and the product. So that suggests contextual targeting, brand and relationship building and interactivity or as I wrote in a previous post "really understanding your consumers and your clients and matching them well together".
And what will mobile interactive TV be like? Does that go beyond UGC? Let's hope it's better than the red button stuff we have at the moment in the UK which is as slow as a tortoise pulling a fork lift truck (well at least on my tellybox it is.)
Best get your thinking cap on Mr Advertiser.
There are many contradictions in all aspects of the mobile TV story so far. In particular the tension between the broadcast and multi/unicast approaches.
ReplyDeleteHowever the tech improves there is never enough bandwidth to do everything we want in mobile, and so the natural response would be to go towards broadcast.
On the other hand the expectation of the user of a mobile device, and one of the key advantages of such a device, is the interactive nature of the platform - so dull old broadcast would be a bad thing.
I guess at the end of the day it will land somewhere between the two extremes - a personalised weaving of mainly broadcast material.
@ Helen
ReplyDeleteGood to meet you last night.
Very interesting report, not yet compelling to me though. I have blogged about mobile ads and the Yahoo / Voda tie up on Broadstuff
here
Be interested in your take on this deal too.