A trial by Ericsson and the Norwegian Broadcasting Corporation (NRK) indicates positive user response to personalized mobile TV ads. The results of the three-month trial, which have been processed by M:Metrics, show that the average click-through rate was 13 percent. moreover, the average viewing time of each mobile TV user more than doubled – to seven minutes per session – when users interacted with ads tailored to their interests.
Ads tested in the trial were interactive and tailored to the user’s age, gender, location, and personal interests. No word on how many users participated in total and the methodology is vague in places. We do know almost half of the users were 30 to 44 years old, followed by users 18 to 29 years old. The trials, which are open to the public, have been running since last December. (Users in the trial can access three NRK TV channels and four of its radio channels, as well as a made-for-mobile 24/7 sports TV channel.) Users were also encouraged to interact with the programming via voting and chatting, and contribute content by uploading photos and video clips. Press release
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