Can mobile TV help increase brand awareness and recognition?
While being in its infancy, expenditure on mobile advertising in the UK exceeded market expectations in 2008. In that period of time the market managed to doubled in size on a like for like basis. Showing that an increase in mobile TV offerings and brand placement could pay dividends for those who get it right. Recently Five launched its first mobile website built to promote a specific TV programme, and launched its first programme-specific mobile site in support. The site features content made for mobile including ringtones, wallpapers, previews and image gallery. Marketed SMS messages direct from Five’s existing database, and online and on air advertising will encourage viewers to text in for site details. This is the first time Five has integrated a mobile website into the launch of a programme, but the broadcaster in planning similar campaigns for other shows during the year. This foray into the mobile TV arena for a broadcaster is not the first as ITV, BBC, SKY and C4 all offer a
