Rich media mobile advertising will reach $2.79 billion by 2012, with 87 percent of it running on mobile TV, according to Screen Digest’s Mobile Media Advertising report, released last week.
The report, which covered advertising in 25 countries, sees it selling best in Japan and South Korea, where mobile TV is free. In North American and European markets, most consumers pay their carriers for it, although broadcast opportunities like MediaFlo are free. When the content is free, there’s an 800 percent increase in viewers, said Julien Theys, a research analyst at Screen Digest.
The most popular forms of ad supported content are short-form clips from network TV shows. News and weather clips are also popular because “they generate repeated viewing and the daily information yields a lot of impressions,” Theys said. Sports content is also popular, but much of it is sold in premium packages, so it doesn’t generate much ad revenue.
The biggest barrier to selling mobile video advertising is the lack of mobile metrics. “If you don’t have the metrics, the audience is estimated within a general TV audience, so advertisers can’t consider it on a stand-alone basis,” he said. “There are no specific metrics for AT&T and Verizon.”
Supreme Court Allows Multibillion-Dollar Class Action Lawsuit To Proceed Against Meta
The Supreme Court is allowing a multibillion-dollar class action investors' lawsuit to proceed against Facebook parent Meta, stemming from the privacy scandal involving the Cambridge Analytica political consulting firm.
The justices heard arguments in November in Meta's bid to shut down the lawsuit. On Friday, they decided that they were wrong to take up the case in the first place.
The high court dismissed the company's appeal, leaving in place an appellate ruling allowing the case to go forward.
Investors allege that Meta did not fully disclose the risks that Facebook users' personal information would be misused by Cambridge Analytica, a firm that supported Donald Trump 's first successful Republican presidential campaign in 2016.
Inadequacy of the disclosures led to two significant price drops in the price of the company's shares in 2018, after the public learned about the extent of the privacy scandal, the investors say.
Meta spokesman Andy Stone said the company was disappointed by the court's action. "The plaintiff's claims are baseless and we will continue to defend ourselves as this case is considered by the District Court," Stone said in an emailed statement.
Meta already has paid a $5.1 billion fine and reached a $725 million privacy settlement with users.
Cambridge Analytica had ties to Trump political strategist Steve Bannon. It had paid a Facebook app developer for access to the personal information of about 87 million Facebook users. That data was then used to target U.S. voters during the 2016 campaign.
The lawsuit is one of two high court cases involving class-action lawsuits against tech companies. The justices also are wrestling with whether to shut down a class action against Nvidia.... Read More