Mobile TV

7 posts categorized

September 04, 2015

MiTu Goes Mobile Following Acquisition of Video Company


On April 30, HIP Entertainment Group launched MiTu—a bilingual network that’s part of a digital multi-platform initiative aimed at capturing contemporary Latin/Hispanic millennials—on Youtube. Network executives like Beatriz Acevedo, as well as Doug Greiff, partner and chief creative officer, are looking to capitalize on a growing Latino audience as well as an increasingly mobile one. 

This month, MiTu announced the launch of it’s own technology platform that will work in unison with MiTu’s recently acquired mobile video company, Lightt. Lightt’s video platform allows users to generate unique video content, edit and share videos with other users.

According to MiTu’s website, “We reach millions every day through video and social content on more than 1,500 YouTube channels, nearly 5,000 social channels, and leading destinations for today's Latino millennials and content creators.”


What MiTu Offers 

The new technology platform will allow users to discover, upload, and manage creators and social commentary from multiple sites like YouTube, Facebook, Twitter, and Instagram. 

The platform will also help MiTu better understand growing analytical data on the 100 million global users. With this data, MiTu will be better equipped to manage advertising and monetize content across various platforms. 

According to Roy Burstin, MiTú's CEO, “…Our expanded technology ecosystem... gives us the ability to offer a data-driven approach to both our influencers and our brand and media partners.” 

The partnerships he’s referring to include Discovery, Spanish-language network Televisa, AOL, and Univision as well as brands like Microsoft, Pepsi, Bud Light, and Ford.

It’s an empowering sentiment that MiTu sees a value in proliferating Latino/Hispanic content to this underrepresented group in popular media. Developing the technology platform and increasing the visibility of these content creators and social influences will hopefully allow their voices to be more equally represented in the democratic space of online content. 

Alex Mostoufi, MiTu’s chief technology officer and founder of Lightt, said the users are highly creative and engaged in media creation. 

“We are building a platform that is truly state-of-the-art in digital media," he added.

On the other hand, the smarter these analytical tools get while spreading user-generated content, the more accessible this market will become to advertisers and other marketing schemes across emerging mobile platforms.

So while it’s terrific to empower the underrepresented, it’s likely not in the best interest of those it seeks to represent—Mitu likely serves a different master in the market economy.

December 26, 2014

Thinner & Lighter Are No Longer Key Selling Points for Mobile Devices


Rapid advancements in mobile technology make it quite easy to forget that smartphones and tablets have only existed for a few years. As of 10 years ago, there were no smartphones, tablets were enormous, and laptops had to remain near outlets. ‘Big and bulky’ was the name of the early tech game, meaning the thinner, lighter options that came after were all the rage. OEMs and mobile enthusiasts would quickly announce “Gadget X” as the “thinnest device in the known universe!” 

However, this is no longer the case. Most smartphones, laptops and tablets are highly mobile, with many very light and thin, and offering a battery life of seemingly endless hours. Prospective customers are subsequently unimpressed with gadgets claiming to be thinner and lighter than their predecessors, as “less girth” no longer does much to improve user experience. With the exception of the iPhone, most people aren’t looking to upgrade their devices. Samsung and similar competitors are seeing this more and more, as the new “flagship” mobile device isn’t selling the way it once was. 

Why? When featuring only “incremental” improvements over the newest mobile devices, people just aren’t interested. Mobile devices are incredibly versatile, so consumers don’t care about a device that’s slightly thinner than the one they already have. 

In light of this, Apple “went big” with its iPhone. A larger display gave the tech giant something to “push aggressively,” and while the device is now less portable and competitors are making similar phones, the strategy appears to be working.

“Apple has experienced a huge jump in sales share across almost all major markets thanks to the launch of the iPhone 6,” noted Dominic Sunnebo, the strategic insight director at Kantar Worldpanel ComTech. “In major European economies, the US and Australia, Apple's share of sales has risen…..most of these sales were driven by loyal Apple users.”

The reason for this jump in sales? The phone’s 4G capability, screen size, and design. 

To further emphasize this point, the previous generation of the iPad was as thin as it could be, and is probably affecting sales of the newest model. The latest iPad 2 may be razor-thin, but iPad Air owners aren’t exactly storming Apple stores to obtain this model.

The days of “thin and light” as main selling points are over. What consumers want now are devices featuring apps, displays, versatility, and updates that significantly improve their mobile device experiences. 

November 07, 2014

How to Reach Millenials with Your Mobile Marketing Campaign


In the world of mobile marketing, much hay is made of millennials and how to reach them. They’re supposed to be wily, committed to free content and spendthrifts. They spend a lot of time online – but not so much money. But is this demographic really so mysterious and elusive? Are there really 12 types of millennial that you must identify and target at all costs in order to thrive?!

At this point, a group of 22-year-olds grimace, roll their eyes and go back to texting their twelve types of friend about how baby boomers ‘just don’t get it.’ The problem for boomers and Gen-Xers is that millennials have grown up in a connected world. They’ve never known anything else. Their interactions with the online world are more sophisticated and diverse than any of us can understand. There’s no point scanning the latest research paper on how long those 22-year-olds spend on their tablet. It’s more complex than that.

The ‘amount of time spent’ is such a common metric that many mobile marketing campaign managers have ceased questioning it’s validity. For millennials in particular, the amount of time spent on a specific device is far less important than what they are doing on that device. Let’s break it down:


Millennials stand alone among the generations in their preference for laptops over desktop computers. According to Pew research from 2011, 70% own a laptop, compared with 57% who own a desktop. The laptop is their primary portal for shopping, web browsing and watching movies and TV shows.


The tablet unites all demographics under the age of 65. Though only 4% of adults own one, that statistic remains constant for people of all generations. For millennials, it’s a luxury item used primarily for entertainment purposes – and often in conjunction with other activities, such as watching television. 


Ah, yes, television. Lest we forget, young people still watch traditional television sets in huge numbers. The rise of prestige TV, in conjunction with an increasingly diverse array of options, may have heralded the end of the family viewing experience, but individually we’re watching more than ever. And instead of uniting the nuclear family, TV shows are uniting people of the same age. If you’ve got the budget, don’t make the mistake of ignoring traditional television advertising. The millennials have been dubbed Gen FOMO (Fear of Missing Out), an indication of the power of multimedia as a social glue.


The smartphone is like a fifth limb for Gen Yers. They’ll just as happily use an iPhone to watch a YouTube video, and the market is awash with apps aimed squarely at young people. There’s nothing they don’t use smartphones for, but the commonest activity – by far – is the humble text message. Time Magazine recently suggested that the average American aged 18-29 sends 88 text messages per day. For anyone devising a mobile marketing strategy aimed at millennials, that statistic is a mouth-watering one.

Millennials are by far the most likely group to own more devices and to use more functions on them. From a marketer’s perspective, there’s little point just blithely shifting budgets to digital. In order to reach millennials, you need to understand how they engage with the digital world, and recognize that they are calling the shots.

August 11, 2014

Mobile Brings 1:1 Marketing Full Circle


Mobile marketing is the modern face of advertising. Sophisticated tools like geo-location software and mobile apps are stripping away the barriers between business and consumer, affording even the most modestly-budgeted mobile marketing campaign to foster precise, personalized relationships with an audience that never stays still, but for whom smartphones are a constant companion.

If the technology is cutting edge, the concept of one-to-one marketing is anything but. It dominated the commercial landscape until the middle of the 20th Century. Before radio, television and print media were widely available, the romantic image of the door-to-door salesperson selling his wares directly to customers was very much a reality. ‘The user experience’ – as nobody called it then – was top notch: a sales rep came to your home, demonstrated the worthiness of their product and, perhaps most importantly of all, put a face to the brand.

This marketing strategy provided accountability, intimacy and transparency, but was ultimately put to bed by the rise of mass broadcasting technology. Instead of reaching a few thousand people by sending out a hundred reps to knock on doors, businesses could reach millions in one go via a television commercial. For much of the post-war 20th Century, big advertising meant big networks and big money. Corporate muscle (devoid of accountability, intimacy and transparency) ruled the roost and the little guy was out in the cold. Who could compete?

The advent of cable television dealt the first blow to this monolithic, monopolized marketing culture. By appealing to niche markets on specialized channels, the company message might reach fewer people, but the percentage of conversions would be higher. Slowly but surely, broadcasting was superseded by narrowcasting.

Narrowcasting allows marketers to:

  • Disseminate messages to different demographics and adjust each message accordingly
  • Make sure content is only available to specific groups
  • Provide high levels of relevance to the recipient

The trend started by cable television went stratospheric with the arrival of the internet, an ultra-targeted information portal that didn’t have to predict what people wanted; you could find exactly what you needed by filtering out everything else. Direct marketing wasn’t just back in business – it was business.

But the web solution also presented a problem: market fragmentation. One of the earliest constituents of the internet lexicon to take root in the public imagination was ‘SPAM’ – and it wasn’t because people liked it. In addition to filtering the information they wanted via search engines, people were ignoring the information they didn’t want by automatically trashing unsolicited emails from businesses. As soon as every business was shouting from the same platform, the public simply turned the volume down. By the mid-noughties, online marketing was threatening to become white noise for all but the richest of traders, who could afford to roll out costly SEO campaigns and buy space on premium web real estate. 

Just when it looked like marketing power would once again be predicated on deep pockets, SMS messaging stepped into the breach with a more refined approach. Ironically, commercial texting’s wilderness years were brought to an end with the rise of the smartphone. Mobile devices are no longer simply convenient portable versions of landline phones. They are indispensable hi-tech appendages, the use of which is beginning to overtake desktop as people’s primary point of access to the web.

This increased focus on handheld devices has done wonders for SMS messaging. While consumers continue to spam filter emails, more than 90% of text messages are opened and read within minutes. Long before the humble text became a mobile marketing strategy, it was used primarily for personal communication. As such, it is a trusted channel, and mobile marketing campaign managers have cleverly reciprocated that trust by building opt-in only contact lists. In 2014, the holy grail of mobile marketing tactics is to transmit a unique message to individuals who want it, tailored to their wants and needs.

This new, consent-driven iteration of 1:1 marketing is allowing companies to reach customers on their own terms, and to offer preference-based special offers. Personalized marketing is back – and you don’t even need to leave the office to do it.

December 27, 2013

Mobile Marketing and TV Engagement Trends


A recent Nielsen Cross-Platform Report has highlighted a move towards consumers using multiple devices simultaneously. According to the results, more than 39% of people use their smartphone at least once per day while watching television. Nearly two thirds of respondents said they do this more than once a week, with 84% saying they do it at least once a month.

The report also found that the average American spent more than 34 hours per week in front of the television during the second quarter of 2012. This included time spent playing games and watching DVDs (although most of the content viewed was delivered via cable or satellite broadcasts). Another five hours were spent at the computer. The smartphone has successfully gatecrashed this heady mix of stimuli – and the implications for mobile marketing campaigns are obvious.

Mobile devices are becoming increasingly indispensable to Americans, and people all across the developed world. They allow quick, convenient communication across oceans, genders, ethnicities and generations. Market penetration for smartphones is greater than 50%, and close to 20% of American homes have at least one tablet. This mobility is essential if we want to understand how mobile marketing strategies can cater to cross-platform audiences.

On the one hand, users may not be affording either task – television-watching or web-browsing – their full attention. On the other hand, their access is round-the-clock, allowing mobile marketing campaigns to take into account the multiple access points through which users are receiving content. And it’s not just the youth demographic. Far from it.

Consider this: nearly half of all respondents in the 55-64 age group use their tablets or smartphones to research the program they are currently watching. The same demographic are heavy surfers during commercial breaks. Mobile marketing strategies that take this into account can customize their targeted advertising for that audience during those peak times. For bigger companies, the two platforms can work in tandem, with mobile marketing campaigns feeding into current TV promotions, and vice versa.

Texting can play a huge role in pointing viewers to television commercials they might otherwise have switched off or muted. Imagine, you issue a text to your opt-in list of customers, telling them to ‘look at the tv’. Then you run an ad telling them to ‘look at your phone’. You’ve just created a fun game of electronic device tennis!

Ok, that might not be the best example. But whatever your strategy, the shift towards cross-platform device usage presents a thrilling scenario for marketing managers, who are constantly on the look out for ways to ‘join-up’ their strategies. As it turns out, users are doing a lot of the heavy lifting for them, and it’s proving to be one of the most powerful mobile marketing trends making waves.


December 23, 2013

The 7 Shades of Mobile


AOL Consumer Research Studies recently published a paper titled “The 7 Shades of Mobile”. In it, they attempt to understand how mobile devices are used, and what the main drivers behind consumer motivations concerning apps and websites really are.

The research asked one thousand smartphone users to record three touch points – or ‘mobile moments’ – that formed the bulk of their usage. The team studied how users engaged with content; what they were trying to accomplish; their location – and a number of other metrics that helped them better understand mobile habits. The results offer some interesting insights that may prove invaluable to businesses running mobile marketing campaigns. Let’s take a look at “The 7 Shades of Mobile” and how these elements can feed into your mobile marketing strategies.

  1. Accomplish. This refers to activities that give users a feeling of accomplishment. In most industries, the aim of the game is to provide a service that the customer is unable to provide themselves. If you can do this in such a way that gives your customers a sense of accomplishment, you’ll have touched on the first ‘mobile moment’. It might be allowing users to build their own meal using a neat interactive graphic. It might be giving them a quiz or game that could lead to a prize. Find your own way to provide that wonderful sense of accomplishment that’s appropriate to your industry.
  2. Socialize. People love to express themselves, and smartphones are the conduit for self-expression. Encourage users to share content, comment on your latest product or take part in a contest. Become part of their circle of friends – that way lies true brand loyalty.
  3. Prepare. Mobile users say they use their phones to prepare for upcoming events or situations. Give them what they need by sharing statistics, studies, information, news – anything that can help them prepare for future scenarios.
  4. Me Time. This refers to time spent entertaining oneself online. Games, photos, articles – anything that’s all about the user rather than your business. Free content is one of the most compelling mobile marketing trends in recent years. Ignore it at your peril.
  5. Discover. Smartphones are perfect for learning something new during downtime. Whether you’re on a bus or waiting at a bar for a friend, it’s very tempting to educate yourself on the latest scientific discovery so you can wow your tardy buddy with your knowledge. Businesses can prise their way into this downtime and educate consumers, even on something only tangentially related to their product.
  6. Shop. Unsurprisingly, shopping is one of the biggest uses of mobile devices. If possible, make sure your service or product is available to order online, and push it with a series of cunning mobile marketing campaigns such as coupons and discounts.
  7. Express Myself. Smartphone users frequently use their device to do nothing more than share their ire about the latest political event, or their enthusiasm about a sporting victory. You can turn this compulsion into a list of potential customers by offering users a voting form so they can participate in product development. They are more likely to buy your brand if they feel they were involved in the process.

July 15, 2009

DirecTV NFL Sunday Ticket Coming To Your iPhone

If you subscribe to DirecTV's Sunday Ticket package of NFL games and you own an iPhone you're in luck:

Fans hoping to watch NFL games outside of their local TV market can now plug right into the action on Apple Inc.’s iPhone. According to the company, a wi-fi link or access to a 3G network is required.

With commercial advertisers losing money hand over fist through conventional broadcast means, the new emphasis on mobile coverage for DirecTV is likely just the first step of a greater mobile presence for the future of satellite television service.

Read more @ Mobile Marketing Watch