TV and mobile to be more connected in 2012

According to a recent study from nonprofit trade association TVB, consumers are willing to watch television from their mobile devices, Mobile Marketer reports.

Respondents were provided with multiple 30- to 60-second ad campaigns on mobile phones to see how they reacted to television on the reduced screen.

Researchers found that consumers were most receptive to the 30-second adverts, since they were short and to the point and allowed users to easily recall them. In addition, 70 percent watched the mobile ads outside of their homes, pointing to the ability of mobile marketing experts to integrate content for those on the go. Lastly, 90 percent stated they'd be willing to watch mobile TV if they were able to get it for free.

"Mobile will extend the reach of a TV campaign to places and times where users would not otherwise have access to watch it," said Steve Lanzano, president/CEO of the Television Bureau of Advertising, as quoted by the news source.

Mobile Marketer cites another study from research firm Strategy Analytics, which predicted that 15 million users will access mobile TV in 2012 - an increase from 12 million in 2011. Researchers also projected consumers would spend upwards of $500 million on mobile TV services.

"The bottom line is that mobile is additive to TV and is not cannibalizing the regular TV process," Lanzano added.

One example of this, the news source notes in a separate article, was Subway's recent partnership with the NFL PrePlay app during the Super Bowl. PrePlay gives points to users who predict the outcome of each play as they watch the games on TV. Subway, which understood that its fanbase is very sports-centric, utilized PrePlay as a marketing element throughout the game.

For instance, the PrePlay app announcer regularly mentioned Subway while providing tips in pregame videos. This was a way for Subway to catch the consumer's attention "without being directly affiliated with the NFL or Superbowl," the news source notes.

With the advent of 3G - and now 4G - speeds, users may be more apt to watch full-length shows or live coverage on smartphones via streaming technology.

"Consequently advertisers will demand that TV companies are able to sell spots to reach their target audience across multiple device types," Nitesh Patel, senior analyst for wireless media strategies at Strategy Analytics, told Mobile Marketer.