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Study: Ad engagement lower on small screens

Posted by Cory Bergman on October 2, 2006

The Cable Television Ad Bureau released a study today that found that mobile users would tolerate a 9 second ad, compared to 42 seconds on TV. And more than half of respondents said they didn’t want advertising on mobile devices. Gee, translating TV on a mobile device isn’t received the same way? Duh.

Plus: Prime time for mobile video is afternoon, early evening

flotsam

Once upon a time, those studies showed you couldn’t get away with ads associated with streamed video. That’s what forced all those wonderfully successful paid models.

And now look at the universe.

Point here is that “studies find” is the worst basis for a business plan. Watch and see how ads on mobile really will work if they are smart and short.
http://www.lostremote.com Steve Safran

Nobody *wants* to watch ads. It’s a matter of finding the right level of acceptance and tolerance. We gots to pay the bills. Bergie’s insinuation is right – once again, big media is making the same mistake. It is trying to take an old platform and shove it into a new one.
thomas

the real question is – who funded this study?
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