Mobile Video Views Soar on MSNBC.com
Since introducing video into MSNBC.com‘s mobile web product in March, monthly video views have increased 207 percent, tripling the number of video views in just over four months. The report of this increase comes from a mobile consumer research survey conducted by InsightExpress. MSNBC.com’s adoption of mobile video was previously reported by MobilizedTV.
“We’ve seen tremendous growth on our mobile platform,” said Jeff Maurone, product manager at msnbc.com. “In fact, July set a new mobile video traffic record across all properties. We’re also enjoying steady growth in video views on the Palm Pre.”
MSNBC.com’s mobile product is powered by Transpera, a mobile video delivery and ad network. “Consumers are responding enthusiastically to the ease and convenience of consuming information and entertainment on their mobile devices,” says Transpera CEO/founder Frank Barbieri. “As more and more powerful devices are bought on more and more powerful networks, mobile will become a dominant day part of consumer’s consumption habits, and it will do so with consistently better performing advertising, that we’ve shown continues to deliver great results to highly engaged audiences. It’s trite to say mobile is the future, but clearly mobile is becoming a habitual part of everybody’s life. Media companies and marketers need to be there.”
The InsightExpress research study showed that mobile video users reported their reliance on the mobile phone as their preferred mean of accessing news content. Out of mobile users who watch mobile video at least once a week, 58 percent get more of their news from the mobile phone than any other source, vs. only ten percent of those who have never viewed mobile video. This reliance on mobile, (more than any other source,) as the preferred method for receiving news, means that this audience is best reached via mobile, an unprecedented finding.
The study also revealed that 78 percent rely on their mobile phone for up-to-the-minute information, vs. only 19 percent of those who never viewed mobile video.
MSNBC.com offers a variety of mobile services and apps including TODAYshow.com, available via Palm Pre and as an iPhone app; The Rachel Maddow Show iPhone app, the new MSNBC.com mobile web service, and most recently, the msnbc.com iPhone app, all powered by video from Transpera. These branded video destinations offer exclusive NBC News programming including, Today, NBC Nightly News with Brian Williams, Meet the Press, Dateline, Countdown with Keith Olbermann, The Rachel Maddow Show and more, along with the opportunity for branded mobile video advertising.
Transpera offers MSNBC.com the possibility of integrating targeted, dynamic advertising capabilities, introducing new revenue opportunities. Among the mobile ad avails are targeted 15 second Peek™ pre-roll video coupled with display advertising, that are uniquely suited for the mobile user.
“The mobile channel represents another way for msnbc.com to stay connected to viewers,” says Jeff Maurone, product manager for MSNBC.com. “Audiences are expanding the way they consume media and are increasingly reliant on instant mobile access to the news and programming that touches their daily lives. We’ve answered this demand by delivering the best possible video experience across the widest set of mobile platforms.”
According to recent Nielsen Q109 research, mobile video users spend more time watching video on their phones each month than they do watching video online. Further, mobile video viewers have a recall rate of 55 percent, the highest of any mobile data users.
Tags: Frank Barbieri, InsightExpress, iPhone app, mobile ad avails, mobile apps, mobile news, mobile phone, mobile services, mobile video, mobile video delivery, mobile video viewers, mobile web product, MobilizedTV, msnbc.com, Nielsen, Palm Pre, Transpera
This entry was posted on Monday, August 3rd, 2009 at 9:00 am and is filed under Advertising/Marketing, Content, Home Feature, Monetizing Mobile.
