Mobile DTV 'shows promise' for additional broadcast ad revenues

Broadcasters looking outside the box for ways to increase advertising revenues may have found something in mobile digital TV (mobile DTV) according to tests conducted by the Open Mobile Video Coalition (OMVC) in Washington, D.C.

The test was organized by the Television Bureau of Advertising. It exposed mobile digital TV viewers using handheld devices to drunk driving public service ads, interstitial billboards that appeared on screens during buffer time between channel changes and interactive banner ads that appeared on a "special digital TV channel guide."

The results, the OMVC said, are encouraging because recall of the anti-drunk driving advertising more than doubled; most users who recalled seeing ads were out of the home when they saw them; one third of mobile phone users remembered seeing both the ads and the billboards; and a number of respondents could recall key elements of the campaign.

Broadcasters are looking at mobile DTV from two perspectives: first as a way to prove to a spectrum-grabbing FCC that they are making good use of their public spectrum and second as a way to expand their footprint and potential beyond the residence.

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