Ericsson completes interactive mobile TV trial

Ericsson announced completion of what the handset maker calls the world's first trial of personalized mobile TV advertising. The three-month trial, conducted in tandem with the Norwegian Broadcasting Corporation, found average click-through rates reached 13 percent--with the average mobile TV viewing time more than doubling to seven minutes per session--when users interacted with personalized ad content. According to Ericsson, almost half of the trial participants were between the ages of 30 and 44, followed by users between 18 and 29; the advertisements were tailored to each user's age, gender, location and personal interests, and presented in a variety of formats including videos, banners, ticker texts and branded downloads.

"We aim to provide our viewers and listeners with content that is relevant and of interest to different target groups. The same should apply to advertisements," said Norwegian Broadcasting Corporation director of development Gunnar Garfors in a prepared statement. "New functionalities such as fast channel-switching between seven TV and radio channels make content, ads and services as accessible as users expect."

For more on the Ericcsson trial:
- read this release

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