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.”
Director Hans Emanuel Joins Caviar For Commercials and Music Videos
Production company Caviar has signed director Hans Emanuel for U.S. commercial and music video representation. The film and advertising director fuses his keen--and Berlinale Film Festival Award-winning--eye for cinematic storytelling with a commercial background across multiple genres including beauty, automotive, dance, and visual effects-heavy projects, to produce creative for clients like Kia, Nivea, Nissan, L’Oreal, BMW and more.
Caviar executive producer Salim El Arja noted, “Hans has a unique ability to blend stunning visuals with heart and humor, rooted in his confidence as a craftsman. This allows him to focus on drawing exceptional performances from actors--including celebrities--and crafting films that are not only visually striking but also deeply engaging and often hilariously comedic. His sensibilities align perfectly with Caviar’s vision, and we’re excited to collaborate with him on work that pushes creative boundaries.”
Emanuel added, “Caviar is a renowned name, certainly since I began my career. They have a solid reputation for quality work, and I’ve always respected them as a company. Life is about where destiny makes you flow with the people you need; thanks to a series of projects, I was introduced to Florence Jacob with Caviar Paris first, and the rest is history. I feel they can support my career growth with their comedic expertise and filmmaking prowess.”
Prior to joining Caviar, Emanuel had been repped by production house Stadium. He was born and raised in Santa Monica, Calif., to a Mexican-German mother, benefiting from a culturally diversified upbringing that carried through his education interests. Knowing he wanted to be a filmmaker from the start, he began his career in the luxury and beauty field,... Read More