Ericsson heralds personalised TV ads trial a triumph
Rating: I’m the best… no.. I’m the best, NO Me..
By Annie Turner
Ericsson and the Norwegian Broadcasting Corporation (NRK) are claiming that the world’s first personalised mobile TV advertising has proved a great success.
This is what they say:
The results of the three-month trial, which have been processed by M:Metrics, show that the average click-through rate reached 13%, and the average viewing time of each mobile TV user more than doubled – to seven minutes per session – when users interacted with customised ads.
The trial also showed this behavior was sustainable in terms of the click-through rate and session times because usage was consistent throughout the trial. Almost half of the users were 30 to 44 years old, followed by those 18 to 29 years old. Participants identified entertainment and music as their most common interests when starting in the trial.
Advertisements in the trial were interactive, customised to ensure their relevance to individual users, and tailored to the user’s age, gender, location, and personal interests. Advertising content also spanned an array of formats, including videos, banners, ticker texts, and branded downloadable content.
Paul Goode, Vice President at M:Metrics, says: “Previous research from M:Metrics has shown that pricing is a major deterrent to the adoption of mobile TV, and that up to 41% of mobile TV consumers would accept advertising-subsidised services. The results of this trial confirm the willingness of viewers to embrace advertising. This is excellent news for the growth potential of mobile TV audiences.”
What we think?
And so say all of us – but one of the main inhibitors to the take-up of mobile TV generally are the high and confusing data tariffs in Europe. However, we are shortly going to see the introduction of flat-rate tariffs, finally, here which should have a profound effect on take-up. As for ‘embracing ads’, it remains to be seen how accepting consumers will be in the longer term, as the novelty of mobile TV and other multimedia services wears off and they become and integral part of everyday life.
More news on this here.
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