Study: Ad engagement lower on small screens
Cory Bergman October 2nd, 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.
13 Comments Add your own
1. flotsam | October 2nd, 2006 at 8:24 am
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.
2. Steve Safran | October 2nd, 2006 at 8:30 am
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.
3. thomas | October 2nd, 2006 at 10:35 am
the real question is - who funded this study?
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