If the public switches on, so will advertisers

The success of mobile TV largely depends on whether people will change
their viewing behaviour. As home viewing becomes more like cinema, will
it highlight the weaker experience of TV on your mobile? We have just
about come to terms with watching movie…

Jo%20LyallThe success of mobile TV largely depends on whether people will change their viewing behaviour. As home viewing becomes more like cinema, will it highlight the weaker experience of TV on your mobile? We have just about come to terms with watching movies and videos on our iPods but a problem arises when you watch a night scene. Small screens need plenty of light and colour to really make an impact, so potentially only certain shows will work on these platforms.

Aside from the consumer experience we have the challenge of technology – handset size, operating platforms, battery, bandwidth, memory and cost. The Virgin and BT Movio proposition looks interesting with free streaming from the BBC and other major broadcasters to follow, but it will be somewhat limited given you can only get it on one handset and contract. Channel 4 has taken an interesting approach with its "made for mobile TV". If there is one thing we have learned so far it’s that you cannot just stick "made for TV" content on a mobile phone. Most mobile content is consumed in short bursts of around two minutes. Whether this is a result of cost or desire is yet to be seen. With flat-rate charging around the corner we will soon find out.

For potential advertisers we have to consider the mindset of our viewers. If people are on the go we need to cater for that with short, informative, useful or entertaining ads. If they are only watching two minutes of content then we can’t use a 30 second ad. Importantly we have to consider measurement and value; right now there is no real response mechanism so it will be hard to evaluate the activity. Simply using it to add reach or frequency is not good enough in the digital world.

One thing is for sure, we have a long period of fragmentation in store as technology and different business models get piloted. As with mobile in general, mobile TV will struggle to deliver any real scale until we have more consistency and standardisation within this space.

Jo Lyall, managing partner, MindShare Interaction

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here