Customized Mobile TV Advertising by Ericsson and NRK

The Norwegain companies Ericsson and Norwegian Broadcasting Corporation (NRK) have released the results of their 3-month collaboration. The have been working on delivering mobile TV advertising. During these 3 months NRK was broadcasting 2 TV and 5 radio channels. The users could take part by voting, chatting, uploading images and videos.

The whole point of the project is video customized according to the viewers’ age, gender, locale, interests (using videos, banners, SMS).

Gunnar Garfors, NRK development director, says:

“We aim to provide our viewers and listeners with content that is relevant and of interest to different target groups. The same should apply to advertisements. New functionalities such as fast channel- switching between seven TV and radio channels make content, ads and services as accessible as users expect.”

The results of the project are evident even today: the users get high-quality content and the publishers and content providers get a larger audience and more traffic.

Paul Goode, VP M:Metrics, says:

“Previous research from M:Metrics has shown that pricing is a major deterrent to the adoption of mobile TV, and that up to 41 percent of mobile TV consumers would accept advertising-subsidized services. The results of this trial confirm the willingness of viewers to embrace advertising. This is excellent news for the growth potential of mobile TV audiences.”

The service is one more assurance of the development of mobile TV in Europe. And it sounds promising!

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mobile web, mobile Internet, mobile adds, mobile TV, Ericsson, NRK

Technorati Tags: mobile web, mobile Internet, mobile adds, mobile TV, Ericsson, NRK

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