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Mobile TV advertising targets users based on age and gender, with personalized ads and unique opt-in opportunities. Most ads are pre-roll and up to 30 seconds long, with businesses only charged if 90% of the ad is watched.
Mobile TV advertising is a genre of advertising in which commercials and advertisements are broadcast on mobile phones used to watch TV programmes. These ads can be personalized to the user, as most mobile TV applications will ask for the user’s age and gender, which companies use to target the consumer. Another benefit of mobile TV advertising is that it offers unique opt-in opportunities that regular TV ads cannot provide, due to the lack of interactivity. Most mobile TV commercials are pre-rolls and are up to 30 seconds long. Unlike TV advertising, where a business pays even if no one watches the ad, businesses are only charged in mobile TV advertising if the user watches 90 percent of the ad.
With mobile TV advertising, businesses can easily target consumers, as most applications ask for the user’s age and gender. For example, if the user is 10 years old, they will likely be shown commercials for toys and video games, while 20-year-olds are more likely to see commercials for credit cards and college. Companies prefer to target consumers, because showing a credit card or commercial exercise equipment to a 10-year-old will not be as effective as showing the same ad to an older audience, and targeting allows the company to spend less advertising money.
Along with targeted ads, mobile TV advertising offers unique opt-in opportunities through which the business can further target consumers. For example, if a TV commercial is for a tool, the company has no idea if people are interested in the tool or want more information. With Mobile TV, the user can click on a section and opt-in for emails, discounts and more information about the tool, increasing sales potential and providing the company with more details on the effectiveness of the ad.
Most mobile TV advertising is pre-roll commercials. A pre-roll advertisement is therefore an advertisement that runs after a user clicks on a link for a show but before the show runs. This means that there are fewer commercials overall and they will appear before the show starts. Most telephone providers specify that advertising can be as short as 30 seconds or less to avoid irritating consumers.
In television advertising, the company has to pay for a commercial to run, even if no one watches it. With mobile TV advertising, the company only gambles if 90 percent of the ad is watched. If the user chooses to skip commercials – if such an option is available – or if he or she shuts down the mobile TV application before 90 percent, then the activity will not be charged.
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