The Norwegian Broadcasting Corp. (NRK) is testing transmitting targeted advertisements for two months to mobile television and mobile radio users, based on demographic information, according to an article in BBC News.
The programs are streamed live, with a few seconds delay, along with advertisements from 20 different companies, based on the information the beta testers provided before the trial. The testers must download an application to their phones that enables viewing the programs as well as being able to vote and to sent audio and video messages.
Demographic information
Gunnar Garfors, director of development at NRK, says "We know lots about the viewers; we have their phone numbers, their name, sex and where they live.
"We can also determine their presumed interests when we see what they watch or listen to and what times they do it. And we know where they are geographically because of positioning technology.
"When we put this all together we have a fair amount of relevant information which can give them more relevant advertising material."
Location-based advertisements
In the future for commercial mobile TV, NRK could broadcast location-based commercials. Garfors says, "Advertisers see value in people being interested in certain products in a given context....
"Most people who watch mobile TV in Norway do so because they are bored somewhere, on transport, or waiting. You can assume they are near a shop or service which may be relevant."
NRK wants to capture younger viewers who aren't watching or listening to as much TV or radio. Garfors says, "On the mobile platform they are big users.
"If we are just going to continue to do traditional TV and radio, who knows who long we will be in business?"
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