Mobile video presents opportunities for marketers: Transpera
August 4, 2009
Rachel Maddow interviews Metallica's Lars Ulrich
Consumers are responding enthusiastically to the ease and convenience of consuming information and entertainment on their mobile devices, according to research by Transpera.
Transpera announced a huge growth in msnbc.com's mobile properties, boasting 58 percent of users get their news from mobile phones rather than any other source. The study, conducted by InsightExpress claims 78 percent of users rely on their phone for immediate news while 19 percent of say they have never viewed mobile video.
"The growth of the msnbc.com mobile video viewership can be seen as a glimpse into the future -- the fast-paced uptick in viewership," said Joy Liuzzo, director of marketing and mobile research for InsightExpress, Stamford, CT. "It should not be overlooked that the mix of video offered on the msnbc.com mobile site captures a wide audience, everything from news junkies to folks interested in lighter fare."
InsightExpress is a digital marketing research provider helps measure advertising effectiveness across online, mobile and other media.
Transpera, a mobile video delivery and advertising network based in San Francisco, CA, is a mobile video service provider. The company currently powers mobile video channels for CBS News, MTV Networks, Discovery Communications, MTV Networks, Showtime and The Weather Channel.
Powered by Transpera advertisements, msnbc.com, a joint venture of Microsoft Corp. and NBC Universal, first introduced video to its mobile product in March and since then monthly views across the entire suite of products has increased 207 percent.
"For marketers considering mobile, these results make a mobile video spend less of a mystery, and more of an understood way to reach a valuable and unduplicated audience," Frank Barbieri, CEO/founder of Transpera.
Msnbc.com's news video products are on several mobile platforms and bring brand marketers more options for reaching the mobile user.
Along with its mobile video, msnbc.com offers several different apps and mobile services like: "The Rachel Maddow" and MSNBC.com iPhone app, "TODAYshow.com" available on Palm Pre and as an iPhone app.
The mobile offerings are powered by Transpera. These video destinations offer exclusive programming including, "Today," "NBC Nightly News with Brian Williams," "Meet the Press," "Countdown with Keith Olbermann," with them comes the opportunity for branded mobile video advertising.
"The golden rule for marketers has always been ‘know your audience,'" Mr. Barbieri said. "These results offer key insights into the kinds of audiences marketers will find through the mobile video, and in fact that these audiences represent reach not duplicated in other mediums."
Mr. Barbieri said mobile video viewers are an "audience jackpot." He said they earn and spend more than those who don't watch mobile video and these consumers also prefer their phone to other forms of mediums.
"As more and more powerful devices are bought on more and more powerful networks, mobile will become a dominant part of consumer's consumption habits, and it will do so with consistently better performing advertising, that we've shown continues to deliver great results to highly engaged audiences," Mr. Barbieri said.
"It's trite to say mobile is the future, but clearly mobile is becoming a habitual part of everybody's life. Media companies and marketers need to be there."