What will mobile TV advertising look like?

Well, according to Ovum, NRK (The Norwegian Broadcasting Corporation) and Ericsson in are running a trial to answer that very question. They already have a track record in successful collaborations so this bodes well.

They plan to experiment with all formats - video, banners, links, ticker texts, branded content as well as targeting according to age, gender, personal interests and location. So I wonder if they'll manage to work out that it's context not just location that matters when it comes to location based services - i.e. if I'm in Soho on a Tuesday morning, the chances are, I'm on my way to a meeting. If I'm there on a Friday evening, the chances are I'm having drinks or dinner with friends.

Definitely one to watch to see what results we see and what impact that has on the rest of the industry.