Mobile TV advertising forms
New sources of revenue for mobilkom austria were discussed following the introduction of the new mobile TV generation 2.0, which makes use of DVB-H technology. An important source of income is the use of advertising. Worldwide research revealed that no studies have been conducted or experience analysed to identify those advertising forms which are both interesting from an economic point of view and acceptable to users. This knowledge gap was closed during the course of this project.
- Expert review: the conceptional development of possible forms of advertising for mobile TV (at least 3 types of advertising)
- Market research & usability: the acceptance of the selected forms of advertising among users, determined on the basis of a market research study during the course of the current DVB-H trial
- Business model: determining the reference data for the advertising value of the 3 most accepted forms of advertising and compiling a business model for mobilkom austria
- Legal safeguard: for the top 3 forms of advertising
The critical point in the evaluation of the forms of advertising is their technical viability during trial. The essential question during the acceptance test is: what is in it for the users when they view advertising?