Screen Size Matters

The National Association of Television Program Executives, a.k.a. NATPE is conducting its annual conference this week. Naturally, AdAge sent a reporter. Here’s a slice of what he heard:

The only thing holding up the explosion of the mobile phone content and advertising business continues to be the lack of interested viewers, panelists bemoaned at the second annual NATPE Mobile conference here.
Currently, 20% of all mobile users have video-enabled cellphones, but less than 10% of that sector has actually used that video access, said David Poltrack, chief research officer of CBS Corp. “What we have is a good news, bad news situation. The bad news is the low percent of people actually using it, but the good news is that we have all these people with new video opportunities. All we have to do is get them to start using it.”

Looks like this is not a “build it and they will come” moment. I, for one, don’t care to view video on the tiny screen. I have a laptop that works just fine for that purpose.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.