Mobilizing On-The-Go Moms - Abby Auerbach-TVB

Moms are on the go go goamp8230carpooling kids working out of the home and shopping for their families and the holidays In their roles as breadwinners and caregivers it is estimated that moms will spend approximately 21 trillion in 2011 amp8211 up 24 since 1999 Add their quotpurchase influencequot to that and it is easy to see that moms impact virtually every advertising category from retail to pharmaceutical to automotive to entertainmentAt that spend rate moms are a marketer39s dream targetamp8230but alas an onthego hardtohit moving targetThere39s no slowing down moms so broadcasters are mobilizing and joining their onthego movement In an unprecedented initiative local TV broadcasters are banding together to provide a free overtheair mobile signal to moms and other viewers across the country TV stations are rolling out Mobile Digital Television MDTV and in doing so are putting their live broadcast TV programming in motion and in the hands of busy momsThe technology is complicated but the result is simple With MDTV mobile devices amp8211 including laptops DVD players tablets and smart phones amp8211 become portable TV sets So when moms get up and go go goamp8230their TVs and favorite shows will be right there with themThe broadcasterled Open Mobile Video Coalition recently conducted a live showcase of Mobile DTV in Washington DC Nine television stations broadcast mobile signals to several hundred viewers equipped with MDTVenabled laptops DVD players and smart phones According to viewing data and user insights collected by Rentrak and Harris households with kids were among the heaviest viewing segmentsThe showcase demonstrated that Mobile DTV appeals to busy moms and onthego families for several reasons easeofusesimplicity convenience quick escape from the daily grind entertainment access to local and breaking news keeping kids entertained while running errands and keeping moms entertained and connected during idle time such as waiting at soccer practice or afterschool pick upToday nearly six in ten moms report having a smart phone and 62 use the mobile Internet on a regular basis amp8211 that39s a 22 increase vs two years ago according to research reported by BabyCentercom As Mobile DTV rolls out moms will have the added quotatyourfingertipsquot benefit of free overtheair television In addition to having immediate access to broadcast news and programming they39ll be able to save the cost of expensive data plans and the hassle of dropped calls due to cellular congestion because the signal comes from the TV station not the InternetAs TV stations quotlight upquot Mobile DTV in markets of every size across the country advertisers benefit too Mobile DTV offers new opportunities to reach moms where they live work and shop Not only will advertisers be able to put 30 and 60 second spots literally in the hands of their dreamshoppers and purchaseinfluencers but the builtin interactivity will provide creative and effective extensions to national regional and local ad campaignsMoms are on the go With Mobile Digital TV broadcasters are joining their movement and inviting advertisers to get mobilizedAbby Auerbach is Executive Vice President and Chief Marketing Officer at TVB where she has direct responsibility for Public Relations Corporate Communications Marketing Research and Creative Services and works with TVBamp8217s CEO on strategic direction and overall management of the company Abby can be reached at abbytvborgRead all Abby39s MediaBizBloggers commentaries at Local MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Mobilizing On-The-Go Moms - Abby Auerbach-TVB

Author

Publish date

Channel

Abby Auerbach

AARP and the Ad Council Encourage People in Their “Pretirement” Years to Take Key Steps Toward Saving - Ad Council InSites

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Mobilizing On-The-Go Moms - Abby Auerbach-TVB

Enjoying This Commentary? There's More to Love

Abby Auerbach

AARP and the Ad Council Encourage People in Their “Pretirement” Years to Take Key Steps Toward Saving - Ad Council InSites

The payment was successful

Cookies