Until now, TV on mobiles has been available commercially on Orange and Vodafone 3G handsets, but Virgin Mobile is delivering BBC One, ITV1, E4 and Channel 4 shortcuts over DAB. This provides better picture quality, sound and reception.
Virgin is a young, trendy brand willing to take chances. It was one of the first to sign Kate Moss and has now secured Pamela Anderson as the face of its Mobile TV campaign. Although the target audience is anyone wishing to watch TV on the go, the ads reflect those most likely to do so, namely 18- to 34-year-old men.
At present mobile TV mainly offers another way for content owners to reach consumers and a compelling service for operators. It is early days for the medium, but this launch marks the beginning of something that will evolve as audiences grow.
Mobile phones are interactive devices and, as such, display ads will be enhanced by interactive marketing and mobile-specific advertising. Traditional lean-back content will be enhanced with lean-forward interactive content in which users participate and generate.
Virgin Mobile TV will be an incredible opportunity for marketers, delivering two-way communication between a brand and user that builds valuable communities.
Media owner: Virgin Mobile.
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