Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

Mobile Video Still Nascent

The mobile video opportunity, while growing, is a fractured landscape. Thus, when it comes to mobile, most brands compared would be better off employing a mix of tactics, including text messaging, mobile Web ads and mobile video — and not limited their efforts to going after the iPhone crowd.

At least, that’s according to Mogreet, a mobile marketing firm specializing in rich media which claims to deliver ad messages to over 290 million mobile subscribers in the U.S. For example, per Mogreet’s Q1 2011 mobile marketing analytics report, the top 10 mobile handsets sold in the U.S. account for just 29 percent of mobile video commercial messages viewed, implying that mobile video usage is not solely the domain of smartphones.
In fact, Mogreet’s analysis found that Apple’s iPhone delivered just 5.4 percent of mobile video views in Q1, despite its users reputation for being heavy mobile Web and video consumers. And when it comes to wireless carriers, Verizon dominated in Q1, delivering 44 percent of marketing-related mobile video views, according to Mogreet, despite not being available on the iPhone until recently (AT&T accounted for nearly 35 percent of mobile views).
Among the rest of the top five handsets generating mobile video views, three were manufactured by LG, including the LG enV, with the other being the Samsung Intensity. The Droid, one of the iPhone’s top smartphone competitors did not crack the top five.
This data implies that marketers may be better off targeting a broader mobile audience with tactics that go beyond video ads or even applications, said Mogreet CEO James Citron. In other words, video isn’t limited to smartphones. “Mobile Web and applications are great tools for consumer engagement, yet lack the broad reach that MMS provides. With MMS, brand marketers can deliver rich media to more than 93 percent of U.S. mobile consumers regardless of if they have a smartphone or a feature phone.”

https://digiday.com/?p=4063

More in Media

Three publishers’ workforce diversity reports show DEI efforts remain sluggish

Overall, staff diversity at The New York Times, Hearst and Condé Nast has either marginally improved or stalled in 2024, according to their annual workforce diversity data this year.

Retail media meets publishing: News UK, Future and Ocado tap clean room tech for smarter data targeting

News UK, The Independent, Immediate Media and Future are teaming up with retail media network Ocado to test clean room-powered data matching. 

From sidelines to spotlight: Esports events are putting creators center stage

Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.