The market for mobile video advertising is improving, but advertisers aren’t serving relevant ads. These are the conclusions that can be made from Knowledge Networks “How People Use Mobile Video 2007” report, released last week.
The report found that 80 percent of mobile users are willing to view ads in exchange for free content, but less than 30 percent feel mobile ads are relevant to them.
The report concluded that mobile video users see little or no difference between mobile video and TV ads in terms of personal relevance or contextual integration with content. The consumers said that mobile video ads are no more influential for them than TV ads.
“Advertisers wisely have entered the mobile video space in a big way,” said David Tice, VP/managing director of Knowledge Networks/SRI. “But so far many seem to have missed the chance to leverage the unique qualities of mobile video, such as intimacy and immediacy. While mobile can indeed by part of larger campaigns, we need to recognize its differences, as well as the ways that different target groups use the medium.”
The study also found that the proportion of cell phones users who pay for mobile video content dropped from 64 percent to 50 percent over the past year.
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