NEW YORK ? Executives from local broadcasting networks at the 2011 Mobile Marketing Forum said that television networks are incorporating mobile as an extension of on-air content, as well as using it with advertisers to interact with consumers.

The executives spoke at the ?Mobile with Local Television ? The Audience is There, Are You?? session and discussed the strong relationships of local broadcast stations with communities and the opportunity that it gives advertisers who want to target a specific demographic. The executives also talked about cross-promotion as the future of mobile because users are getting news from multiple platforms.

?If we?re not aggressive in mobile, then we?re not there in our markets and viewers,? said Enrique Perez, senior vice president of station group sales at Telemundo Station Group, New York. ?I think the industry in general is seeing the importance of thinking about mobile first for viewers.?

Small markets, big opportunities
Mr. Perez said that because of Telemundo?s already targeted demographic of American Hispanics makes small, local networks ideal for companies to advertise on.

The executive said that 100 percent of the network?s content is in Spanish and caters to the 50 million Hispanic-Americans in the United States.

Mr. Perez estimated that approximately 60 to 65 of advertising revenue was brought in from large, multi-market advertisers who want to target a specific demographic.

The executive said local broadcast stations are particularly helpful for advertisers who want to look at different consumer buying and shopping habits across the country.

?Mobile is an extension of on-air,? Mr. Perez said. ?The most successful mobile advertising campaigns I?ve seen are extensions of on-air campaigns because they add another platform for viewers to engage with.?

?For mobile, it?s important for us to communicate with our viewers through additional outlets than the trusted television brand they already go to,? he said.

?Mobile is just another way for local broadcasting stations to further engage with a trusted news source on a device that goes everywhere with them.?

The executive said that one thing that makes Telemundo unique compared to other news networks is that the Web is catching up to the company?s mobile efforts.

?In the Hispanic market where mobile is the primary source of communication, we see that the Internet and Web sites are catching up with page views and unique viewers on our apps,? Mr. Perez said. ?That?s where we?ve generated traffic and unique users first.?

Telemundo rolled out its first Spanish apps in February 2010 with nine cities, including Chicago, Los Angeles, Miami, New York, Puerto Rico and Phoenix.

The executive also said that advertisers should see local broadcasters as an opportunity to test mobile markets.

?It?s a great platform to test how consumers react to media,? Mr. Perez said. ?Advertisers should see mobile as a place to try things they would be hesitant to do in bigger markets.?

Find your audience
When thinking about mobile platforms, Kristin Aldridge, director of digital sales at 6ABC/WPVI-TV, an ABC owned television station, Philadelphia, said it is important for companies to hone in their demographic first.

?Don?t assume that your demographic is only going to tap into one mobile platform,? Ms. Aldridge said. ?Mobile takes trial and error, and users can cross over between platforms.?

Depending on the demographic, the executive said local media can be an effective gateway to mobile.

?It?s important to build an audience through multiple platforms because mobile and on-air stations have very different demographics,? Ms. Aldridge said.

The executive also said that mobile translates well to smaller, local networks.

?Advertising locally is more acceptable for mobile than it is for other platforms,? Ms. Aldridge said. ?It?s an easy way to reach an already segmented audience.?

The executive also talked about how important it is for national advertisers to find a targeted demographic.

?National advertisers have big goals, but they tailor it to our demographics to make it more accessible,? Ms. Aldridge said.

To find target demographics, the executive said to tap into already existent mobile platforms that broadcast networks use.

?Our anchors have Twitter accounts and talk about our social media platforms on-air,? Ms. Alridge said. ?It all comes down to telling advertisers that they need to put a message wherever clients are.?

?Know your message and keep it consistent,? she said.

Work with communities
Roger Keating, vice president and general sales manager of digital at Hearst Television, New York discuessed the importance of the relationships formed between viewers and local broadcasting stations.

?Local broadcasters have deep-seeded relationships with viewers and local merchants,? Mr. Keating said. ?Offers and deals are important with mobile because it?s an opportunity to match up a bigger advertiser with local merchants.?

?Local broadcasters are more aggressive with commerce, so it?s a natural fit between how people use mobile and with merchants? goals,? he said.

The executive also pointed to the strong relationships of communities with local news as an opportunity for advertisers.

?Broadcasters have long-lasting relationships with viewers,? Mr. Keating said. ?There is a high level of integrity that broadcasters have to establish with viewers because they?re the place viewers go to in a time of crisis or need for news. From an advertiser?s point of view, it?s a great platform to be associated with.?

The executive also talked about how the relationships of broadcasters with communities ties in well with mobile as extensions of on-air content.

?When promoting breaking content and coverage on-air, we add additional information for viewers through our apps and mobile outlets,? Mr. Keating said.

The executive also said that Hearst Television is on track to gain three times the number of mobile views this year compared to last year.

?Local broadcasters already offer organic, image-rich media, which is a natural tie to the Web and growing mobile content,? Mr. Keating said. ?Location-based content combined with more people using mobile leads to more-engaged content.?

Final Take
Mr. Perez discusses how the Web is playing catch-up to Telemundo's apps.