Perhaps one of the newest trends to hit the mobile market is the innovative mobile television, which has the ability to deliver broadband entertainment services to its customers, on their handheld, mobile devices. On February 25, 2008, MobiTV released information concerning advertising on this new, and growing media platform. Their findings were compelling and indicate what direction mobile marketing is heading.
As part of its continuous data collection process, MobiTV "...confirmed that targeted mobile television advertising and branded experiences provide increased ad receptivity for marketers." MobiTV found that not only do viewers watch ads but they also interact with contextually-based advertisements. "The recently completed advertising test program documented that users of the MobiTV service engaged with ads they viewed through the service at a rate 300 percent above direct response industry standards." These users were eager to learn more about the products advertised and took advantage of click-to-dial invitations. Instead of traditional television ads, where people tune out and go get food from the fridge, mobile television ads can produce a level of interaction and actually keep a person's attention.
As of right now, MobiTV reaches some three million viewers, ranging from age 18 to 49. As more and more people become interested in this technology, it is sure to impact the mobile marketing industry in a positive way. From MobiTV's research, we see how well received mobile advertising is becoming. Campaigns like these encourage the consumer to learn more about the brands and products they like the best, creating two-way interaction on a broad scale. Because the mobile marketing is continuously shifting, it is important to understand all the current trends and be able to predict where the market is headed in the future.
