One marketer who is keen to put ads around short video clips was disappointed by the mobile content offerings in the US around the FIFA World Cup. “There I was, a devoted attendee from the 1994 US World Cup, wondering how I might catch the latest scores, goals and streaming hoopla on my cell phone right as it happened. An hour of searching later, the best I could come up with was delayed SMS Text updates from T-Mobile for only one team of my choice.”
He’s got a point, although the World Cup is one of those events that people make a special effort to watch in the best environment they can. There’s an interesting question posed here, though: Considering that Americans aren’t really that interested in the FIFA World Cup, is that an advantage or disadvantage for mobile content?
Advantage — People who don’t want to sit through a whole game may still be interested in video clips of goals or other exciting moments, leading to a market for video highlights.
Disadvantage — One of the reasons most Americans give for not liking soccer is the low score rate (which most people consider to be the thing that makes it interesting), so score update alerts which are popular in other sports are of no interest to them.
Paradoxically, there’s an argument that there’s a higher market for high-end FIFA content than low-end…but I wouldn’t want to launch a service without some market research to back it up.
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