Smartphones, the future of TV?
Mobile Video On Demand Is Changing The Way We Use Mobile Devices
May 25, 2009
As television ratings drop and more people look to their smartphone for information and entertainment, advertisers, broadcasters and application developers are clamoring to become the “everything mobile” for corporate brands.
iPhone And BlackBerry Application Developers Race To Get Ads On Smartphones
Whether it’s an iPhone, BlackBerry or other smartphone, exactly how to go about delivering branded content is still being sorted out as a half a dozen companies strive to set the standard for monetized mobile advertising platforms. Some force users to watch commercials before their selected video content begins, and others allow brands to create their own “brand channels” to deliver brand-specific content.
Should Consumers Be Forced To Watch Advertisements On Their Smartphone?
Transpera and OnSurf offer alternative platforms that deliver seamless, uninterrupted videos that adapt to network conditions. Both companies can force viewers to watch ads before their selected video plays. Azuki Systems breaks video up into what they call “digital snacks,” basically a series of clickable thumbnails to take you through the timeline of the video.
They then strategically place thumbnails that play advertisements that relate to what’s being talked about or shown on the video. All three are targeting content producers and broadcasters looking subsidize free programming with ad revenue, and claim workability on virtually every type of mobile device.
Some Companies Create Their Own Channels To Deliver Brand Related Video
Companies that create their own “brand channels” are using services like YouTube, mywaves.com and Kyte.com.
While brand channels might be good for public relations or generating web site traffic, they’re not exactly advertisements, and have limited audiences. For the most part people already interested in and looking for branded content.
See Any Event Live On Your Smartphone
Pay-per-view MVOD allows companies to make money by selling content and advertising. MobiTV, the industry leader for mobile television streaming, continues to grow its menu of live pay-per-view events to consumers, allowing broadcasters to sell more or different ad spots in the same time slot.
Amazon video-on-demand and Apple’s iTunes Store offer similar solutions for previously broadcast content, but only work on a limited number of devices. To date, content offered by both companies remains relatively commercial-free.
Many Consumers Consider The Mobile Content Service Providers Bundle
What’s becoming clear, however, is that as more broadcasters and content producers sign on with specific application developers and platforms, a mobile content distribution war may be on the brink.
Like cable companies that offer different channels and bundles, so too are mobile service providers becoming this way. What you might get for mobile video on Verizon may be very different from what you get from AT&T. Is the future of mobile services set to switch from who’s got what phone to who’s got what video applications and channels?
Ultimately, the MVOD company that sets the standard will allow advertisers and broadcasters to target ads in real time to mobile users in small localized markets and to millions all over the World.
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