Tuning In to the Third Screen Frontier - Black Enterprise
Black Enterprise Magazine July/August 2018 Issue

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Mobile video and TV marketing provides a precise way to advertise to niche groups.

There are more than 270 million mobile phones active in the U.S., according to CTIA, the international association for wireless telecommunications. Between October 2007 and October 2008 YouTube’s mobile audience grew by 277%. In the third quarter of 2008, it was accessed by about 3 million U.S. mobile subscribers.

What does any of this mean for the small and minority-owned business advertiser? Targeting niche groups using mobile TV advertising might be more precise and provide more bang for the buck.

For example, as of the third quarter in 2008, 14% of the mobile video audience was African American (compared with just 9% of all subscribers, respectively). Plus, African-Americans are 42% more likely to recall mobile advertising compared to all data users, reports Telephia, a researcher of mobile media markets.

“African American businesses will be able to compete in a way that they have not been able to without having [big] budgets,” says Aaron Walton, co-founder of advertising firm Walton Isaacson.

The interactivity of Mobile TV and video has the potential to be a “game changer” within mobile advertising, says the Mobile Marketing Association. Advertisers might be able to target ads to certain customers based on what they watch, their demographics, socio-economic profile and lifestyle. Advertisers can cull this data from performance oriented advertisements that encourage users to take actions such as “click to call” or “click to buy.”

Users will be interested in mobile video that appeals to their specific interests, says Jeff Orr, senior analyst for mobile content at ABI Research. This will provide a great opportunity to reach minority markets

“The ability to engage the consumer in that adverting experience and have their eyeballs longer is much more measurable,” says Orr.

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Marcia Wade Talbert

Marcia is a multimedia content producer focusing on technology at Black Enterprise Magazine. In this capacity she writes and assigns stories to educate readers about social media; digital integration; gadgets, apps, and software for business and professional development; minority tech startups; and careers in STEM (Science, Technology, Engineering, and Mathematics). In 2012, she received two Salute to Excellence Awards from the National Association of Black Journalists and was recognized by Blacks in Technology (BiT) as one of the Top 10 Black achievers in the tech arena for 2011 at SXSW in Austin, Texas. She has spoken about technology on panels for New York Social Media Week, at The 2012 Rainbow/PUSH Wall Street Summit, as well as at Black Enterprise’s Entrepreneurs Conference and Women of Power Summit. In 2011, SocialWayne.com chose her as one of 28 People of Color Impacting the Social Web, and through crowdsourcing she was listed as one of BlackWeb2.0's/HP's 50 Most Notable African American Tastemakers in Social Media and Technology for 2010. Since taking on the role of Tech editor in September 2010, she has conceived and produced five cover stories on Technology and/or STEM and countless articles, videos, and slideshows online. Before joining BlackEnterprise.com as an interactive general assignment reporter in 2008, she freelanced with Black Enterprise beginning in 2003 while working as the technical editor at Prepared Foods magazine. There she further honed her writing skills and became an authority on food ingredients, including ingredients used in food fortification and enrichment. Meanwhile, her freelancing with Black Enterprise and BlackEnterprise.com helped her stay current on issues pertaining to the financial and business welfare of African Americans. As a general reporter for Black Enterprise she attended and reported on the Democratic and Republican National Conventions, where she interviewed Valerie Jarrett, senior advisor and assistant to President Barack Obama and U.S. Attorney General Eric Holder. Marcia has a Bachelor of Science degree in Agriculture with an emphasis in food science from the University of Minnesota, and a Master of Science degree in journalism from Roosevelt University in Chicago. En route to her secondary degree, she served as the editor-in-chief of the Roosevelt University Torch, a weekly, student-run newspaper. An avid photographer and videographer, Marcia is one of several employees at BLACK ENTERPRISE who interned for the publishing company as a college student. She lives in New Jersey with her husband, a food scientist; her seventeen-month-old daughter; and “The Cat”, but still considers Chicago home.


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