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News Over Wireless: Local TV Stations Generate Revenue from Mobile Advertising
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Local TV stations across the country are earning advertising revenue from their mobile web sites using a custom ad solution built by News Over Wireless (NOW).
According to Nielsen Mobile’s July 2008 report on the mobile web, as of May 2008 there were 40 million active users of mobile Internet in the U.S. NOW’s local TV station partners use mobile web as an extension of their long-trusted brands, bringing news coverage directly to viewers in an ad-supported format. The growth of mobile web and relevant local content delivers an attractive audience for national and local advertisers alike.
“Mobile advertising provides our partners with the unique opportunity to drive multiple revenue streams and offer their own clients the ability to gain exposure to a highly-targeted and engaged audience,” said Sam Matheny, News Over Wireless general manager.
After launching a mobile web site, NOW partners immediately generate revenue through national text and banner ads. This is made possible by NOW’s network of advertising partners – Third Screen Media, Millennial Media, Nokia and Google. The company created a custom ad router that makes ad calls to each partner to maximize revenue potential.
About News Over Wireless
News Over Wireless is part of CBC New Media Group, LLC, a division of Capitol Broadcasting Company. News Over Wireless works with local television stations and wireless phone carriers to provide local news on mobile phones through video channels, downloadable applications and mobile web sites. For more information, visit www.newsoverwireless.com. |
Local TV stations also generate ad revenue by selling ads locally. Ad buying options for local advertisers include sponsorships, run-of-site and impression-based ads. This also provides TV stations with the ability to offer clients a compelling integrated ad package – on-air, online and mobile.
With mobile video consumption on the rise, NOW enables its partners to earn additional revenue through pre-roll ads. The company attaches pre-roll ads to mobile video content, giving advertisers the opportunity to grab a viewer’s attention at the start of video clips. The spots are stitched to each piece of news video on a station’s mobile web site, rotating with other spots as needed.
News Over Wireless additionally offers stations subscription-based mobile applications and video channels, providing additional revenue streams and the opportunity to reach millions of mobile users via the top carriers in the country – AT&T, Verizon, Sprint, Nextel and Qwest.
Thanks to CBC NMG’s Laura Blake for this capcom story.
