Abstract
While marketers are attracted to the idea of combining the reach of television
with mobile' s ability to target, consumer adoption of mobile video and TV
services has been insignificant compared with other mobile entertainment
categories.
The Mobile Video and Television report analyzes the factors behind the
slow development of a channel that many marketers would like to
“see” grow much faster.
A major barrier to consumer adoption of mobile video and television is the
technical immaturity surrounding handsets, networks and the distribution of
mobile video content. But a larger hurdle is the conflicting business models
among mobile carriers, content owners and broadcasters.
As a result, advertising models for mobile video and television are still at a
nascent stage. But with the right combination of technology, economics and
marketing the situation could be about to change.
Key questions the “Mobile Video and Television” report answers:
- How mature is the mobile video and TV market?
- What factors are retarding development in the market?
- What are the technological barriers?
- What are the business obstacles?
- What advertising formats are marketers experimenting with?
- What are consumers' attitudes toward mobile video ads?
- What must happen for ad-supported mobile video and TV to succeed?
- And many others.....
eMarketer Reports - On Target and Up to Date
The Mobile Video and Television report aggregates the latest data from
international marketing and communications researchers with eMarketer analysis
to provide the information you need to make smart, accurate business decisions.
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