Mobile video ads face many willing and some skeptical viewers
E-retailers seeking to advertise on mobile web sites and before mobile video programs may face a conundrum: Most mobile users are willing to watch ads, but a decent chunk say the ads have nothing to say to them. These are the findings of a new report from research firm Knowledge Networks/SRI titled “How People Use Mobile Video 2007.”
80% of consumers who use video iPods, video-capable mobile phones and laptop computers and watch mobile video say they are willing to view mobile advertising if the reward is free content, according to the report. However, less than 30% feel mobile ads are relevant to them.
“While mobile can indeed be part of larger campaigns, we need to recognize its differences, as well as the ways that different target groups use the medium,” says David Tice, vice president and managing director at Knowledge Networks/SRI.
The report says mobile video users see little or no difference between mobile video advertising and ads on television in terms of either personal relevance or contextual integration with content. And most of these consumers say mobile video ads are no more influential for them than those on TV.
Other findings of the report include:
- The proportion of users paying for mobile video dropped in the past year among both video iPod users (from 81% to 61%) and video mobile phone users (from 64% to 50%).
- The average viewing session is quite different for video mobile phones (46% of users report an average session of 5 minutes or less) compared with video iPods or laptops (53% of these users report an average session of 30 minutes or more).
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