MobiTV issues viewer data

Mobile entertainment services provider MobiTV released new mobile television consumer data culled from its three million-plus subscribers, confirming that targeted mobile TV advertising and branded experiences increase ad receptivity for marketers. According to MobiTV, recent interactive trials indicate that its viewers not only watch but act on contextually-based mobile advertisements, engaging with them at a rate 300 percent above direct-response industry standards; click-to-dial invitations, deep links to WAP sites, advertiser-branded channels and related tools all fared well, with MobiTV adding that several branded channels experienced usage rivaling some premium channels.

Other results of the MobiTV study:

• 9 percent of MobiTV's users watch in their office or home with a "watching apparatus"
  
• 43 percent of parent users utilize the MobiTV service to entertain kids in the car
  
• 67 percent of users have shown the MobiTV service at a party or other social gathering
  
• 85 percent of users say they watch more TV at home since signing up for the MobiTV service
  
• 67 percent of the present MobiTV subscriber base is male, with 82 percent of viewers between the ages of 18 and 39

"Using MobiTV's advertising platform and branded channel experiences, advertisers now have the ability to go beyond simply targeting their audiences on mobile phones--they can create compelling, branded entertainment experiences that connect viewers with their products and offers in a new and compelling way," said MobiTV's vice president of advertising and brand partnerships Jack Hallahan in a prepared statement. "This year will see mobile video ads become significant to the small screen medium, answering many of mobile advertising's challenges by providing easier to find and more focused opportunities."

For more on the MobiTV data:
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