The combination of mobile TV and the inherently cellular back
channel are creating a new category of advertising known as "Call to
Action" advertising, according to recent research by MultiMedia Intelligence. Call to Action advertising was virtually
non-existent in 2007, but the specialty advertising market will grow to $419
million in worldwide advertising revenue by 2012.
Call to Action advertising has special promise. A call to action is a feature that allows one
to get more information or to communicate with the advertiser while the
advertisement is playing. For example,
if you see an advertisement for the latest car, you would press the call to
action button and an SMS text could be sent to your phone with the nearest
dealership or a dealer could send you more information.
"The cell phone is inherently an inferior entertainment
platform when compared to other media devices like TVs," according to Frank
Dickson, Chief Research Officer for MultiMedia
Intelligence. "However, the cell phone
is inherently a superior portable communications platform. It allows the
possibility for TV advertising outside the home as well as creating a new form
of advertising, Call to Action advertising.
Call to Action leverages the built in return channel of the handset to
deliver advertising beyond the capabilities of the existing living room TV
experience."
MultiMedia Intelligence also found that:
- Total
Mobile TV and Video advertising revenue, including "Call to
Action" advertising, will exceed $1 billion by 2012
- Regionally,
Call to Action advertising will be driven by the North American and Asian
markets. Asia
tends to lead in driving new applications.
North America
tends to lead in driving advertising.
- Consumers
are demanding more personalization and entertainment content on their
mobile phones, driving mobile TV and video subscription revenue to almost
$3.5 billion in 2008. By 2012,
mobile video and mobile TV will exceed $14 billion
- Mobile
TV ARPUs are much higher in North America and
Europe than Asia due
to the lack of free-to-air alternatives.
- With
the combination of a large wireless subscriber base and free-to-air
alternatives, Asia has
the vast majority of all mobile TV subscribers. By 2012, Asia
will have two thirds of all mobile TV subscribers.
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