Ericsson, NRK launch customized mobile TV advertising trial

Swedish manufacturing giant Ericsson and the Norwegian Broadcasting Corporation (NRK) today announced what the two companies claim is the first-ever trial of personalized mobile television advertising. Agency partner Proximity Oslo will provide content for the two-month trial, which enables participants to view live or on-demand content from two NPK television channels and five radio outlets supported by interactive, customized advertising tailored to each individual user's age, gender, location and personal interests. The ads will arrive in formats including video, banners, ticker texts and branded downloadable content.

"We are now welcoming the mobile TV of tomorrow," said NRK director of development Gunnar Garfors in a prepared statement. "Bonuses include fast channel-switching, built-in interactivity and easy access to new services. And many viewers even appreciate adverts, as long as they are relevant and may help lower the price of the service."

For more on the trial:
- read this release

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