Yahoo! and MobiTV form strategic mobile advertising alliance
Rating: TVriffic, yawn…
Yahoo! will be the ad network partner for MobiTV’s mobile video and advertising sales including text, banner and mobile video.
What we think
Mobile TV is past its embryonic stages and is still in its nascent stages. It is not ready for mobile advertising. The user experience is poor and the quality of mobile TV even with a high quality device is un-predictable. All in all this will mean an even poorer user experience for the consumer.
There are several business models for advertising on mobile TV all of them inadequate. For example, the latency that still occurs on mobile devices means that even triggered adverts (while a page is buffering) can extend the viewing time. Even with free content, consumers are extremely impatient. Moreover, the fact that content is free and it’s not loading immediately is the best reason that users have to switch site or stop the download.
But this is good news for Yahoo! as its extends it mobile search marketing footprint. MobiTV will also be happy to have some help trying to make some money from mobile TV. But what about the consumers?
No wonder mobile services never take off – vendors don’t give them a chance to mature before they add something else or try and squeeze revenue out of them.
From the press release:
“MobiTV is the pioneer in mobile television and we are excited to work with them to continue to grow the mobile advertising marketplace,” said Bruce Stewart, vice president, business development, Yahoo!. “As an undisputed leader in digital advertising across both the PC and mobile, we are uniquely able to combine valuable inventory with our global sales force and deep technology to deliver the comprehensive solution top advertisers are looking for as they go mobile.”
“Clearly this alliance provides a broad spectrum of value. In the near term MobiTV will leverage Yahoo!’s world-class advertising sales and systems capabilities,” said Jack Hallahan, vice president of advertising for MobiTV. “As we progress, we will deploy additional features including next-generation interactivity, location-awareness and click-to-act - maximizing the currency this alliance offers brand advertisers, while providing consumers a relevant and meaningful experience.”
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