The Next Ad Frontier: Mobile Video?

posted on July 2, 2007

With the launch of the iPhone last week, Telephia’s Mobile Video Report is well timed to say the least. The study reminds future and current mobile marketers of the potentials of mobile video, making it the next appealing ad frontier.

Based on Telephia’s 35,000 mobile subscribers and 1200 mobile video users in the US, the study found that mobile video revenues in Q1 2007 increased 198% over the previous year, and that mobile video users had the best ad recall of any mobile data user group.

*Measurement*	*2006*	*2007*	*Growth*
Mobile Video Quarterly Revenues (in millions)	$49	$146	198%
# of Subscribers (in millions)	3.3	8.4	155%
Penetration (as proportion of all mobile subscribers)	1.6%	3.6%

Source: Telephia Mobile Video Report, June 2007

The Telephia report also found that mobile video users had more than double rate of all mobile data users at which users recalled seeing a mobile ad in the last 30 days.

Consumer Type	Recalled Viewing an Ad
All Data Users	21%
Mobile Video Users	55%
Downloaded Application Users	43%
Mobile Internet Users	34%
Mobile Game Users	31%
Mobile Audio Users	26%
MMS Users	24%
SMS Users	20%