“Mobile is a new and upcoming medium, and television has a history of understanding new mediums and going after them,” said Borrell.
Local online ad revenue of TV stations is anticipated to reach nearly $1.4 billion this year, according to latest study 
released by Borrell Associates and the Television Bureau of Advertising published in Broadcasting & Cable. The report said stations rang up some $1.15 billion in interactive business last year, a 10 percent increase over the year before.
The Borrell Associates said local television is in good shape to cash in on mobile advertising in which people are increasingly consuming on their Smartphones and tablets. As per the latest announcement of a dozen of broadcast groups to embrace into joint mobile TV initiative during the NAB Show, Borrell said “Mobile is a new and upcoming medium, and television has a history of understanding new mediums and going after them”.
The local mobile advertising made an impressive performance of $200 million gain in 2009, Borrell said, and 12% came from the broadcast industry. With mobile dubbed as “a new disruptor”, Borrell gave a brave forecast for mobile advertising medium to “skyrocket into the billions” in two years’ time. Read more
OUR REACTION:
We agree with Borrell’s statement that television has its history of understanding new mediums and that, it is going after them – that is very true! The presence of mobile offers a perfect partnership with the traditional media (TV, radio, print, outdoor, etc) to better increase coverage, listenership, or circulation/distribution.
In the marketing and advertising scene, there are plenty of channels to look at, and the mobile, in its business sense, is there to work together through all forms of advertising media and strategic marketing plans/executions.
To sum up, the mobile channel is a very flexible medium to mix with traditional advertising plus the ability to reach a wider local or international mass market in real time.
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