Video Views on Msnbc.com Mobile Properties Climb; Mobile Video Viewers Prefer the Phone for News

Transpera, the largest mobile video delivery and ad network in North America, today announced video view growth across the msnbc.com mobile properties. This growth in video is supported by mobile consumer research survey conducted by InsightExpress. The data reveals a unique demographic of news-hungry audiences who are heavily reliant on their mobile phone as a primary source for information. This is useful insight into the media behaviors and preferences of a desirable audience found across Transpera's mobile video network, including the full suite of mobile video products from msnbc.com, for which Transpera powers video delivery and advertising capabilities.

Since first introducing video into the msnbc.com mobile Web product in March, monthly video views across the full suite of msnbc.com mobile product offerings has increased 207% -- that's an impressive 3x more video views in just over 4 months.

Further, according to msnbc.com, 60% of its mobile users are the most sophisticated class of smartphone user: they are savvy, active, and shop online.

The latest consumer research study by Insight Express, a leading digital marketing research firm, shows a correlation between the popularity of mobile news such as msnbc.com mobile products and the survey findings in which avid mobile video users reported their enthusiasm and reliance on the mobile phone as their preferred means of accessing news content.

The study surveyed mobile users who watch mobile video at least once a week, and found that:

 

-- 58% get more of their news from the mobile phone than ANY OTHER
source, vs. only 10% of those who have never viewed mobile video.

This reliance on mobile, (more than any other source,) as the preferred method for receiving news, uncovers an audience that is unduplicated -- meaning, this avid video consuming group is best reached via mobile.

 

-- Further, 78% rely on their mobile phone for up-to-the-minute
information, vs. only 19% of those who never viewed mobile video. For the
mobile video enthusiast, accessing timely news and information media on
mobile is the priority.

With this in mind, msnbc.com's full suite of recently launched mobile video products, spans several mobile platforms and brings brand marketers even more options for reaching the highly engaged, mobile fan.

Msnbc.com offers a variety of mobile services and apps such as: "TODAYshow.com" available via Palm Pre and as an iPhone app, "The Rachel Maddow Show" iPhone app, the new msnbc.com mobile Web service, and most recently, the msnbc.com iPhone app, all powered by video from Transpera. These branded video destinations offer exclusive NBC News programming including, "Today," "NBC Nightly News with Brian Williams," "Meet the Press," "Dateline," "Countdown with Keith Olbermann," "The Rachel Maddow Show" and more, along with the opportunity for branded mobile video advertising.

The breadth of top-rated programming attracts a wide range of audience demographics, from "The Rachel Maddow Show's" politically engaged, tech-savvy viewers, to the socially active, lifestyle focused audience of "Today" and the affluent, educated audience of msnbc.com. This is good news for brand advertisers looking to reach highly engaged and lucrative audiences.

The integration of targeted, dynamic advertising capabilities offered through Transpera's ad platform also introduces new revenue opportunities for msnbc.com, an industry leader in mobile advertising concepts and sales. Among the mobile ad avails are targeted 15 second Peek^TM pre-roll video coupled with display advertising, that are uniquely suited for the mobile user.

"The mobile channel represents another way for msnbc.com to stay connected to viewers," says Jeff Maurone, product manager for msnbc.com. "Audiences are expanding the way they consume media and are increasingly reliant on instant mobile access to the news and programming that touches their daily lives. We've answered this demand by delivering the best possible video experience across the widest set of mobile platforms."

According to recent Nielsen Q109 research, mobile video users spend more time watching video on their phones each month than they do watching video online. Further, mobile video viewers have the highest recall rate of any mobile data users, 55%.

"We're proud of our relationship with msnbc.com and of their continued commitment to providing excellent content," said Frank Barbieri, CEO and founder of Transpera. "Quality programming, combined with a seamless mobile video viewing experience attracts quality viewers who stay engaged longer, and that translates to satisfied mobile consumers and brand advertisers."

About msnbc.com

Msnbc.com (http://www.msnbc.com/ [1]) delivers a fuller spectrum of news. Drawing on its award-winning original journalism, NBC News heritage, trusted sources and Microsoft's advanced technologies, the site presents compelling, diverse and visually engaging stories on the consumer's platform of choice. Based in Redmond, WA, msnbc.com is a joint venture of Microsoft (NASDAQ: MSFT [2]) and NBC Universal (NYSE: GE [3]).

About Transpera

Transpera is the largest mobile video delivery and advertising network in North America. The company's award winning mobile video delivery and advertising platform provides online content owners, network operators and advertisers with a turnkey solution that connects all the necessary pieces involved in successful and profitable mobile video deployments. Transpera currently powers mobile video channels for such premium online video brands as AccuWeather.com®, Break.com, CBS News, Discovery Communications, Fox Reality Channel, msnbc.com, MTV Networks, Revision3, Showtime, Travel Channel, The Weather Channel®, and more. Transpera is based in San Francisco, Calif. and is funded by top venture firms Flybridge Capital (formerly IDG Ventures), Intel Capital, First Round Capital Ventures, and Labrador Ventures. For more information, visit www.transpera.com [4].

About InsightExpress

InsightExpress is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media. Through its patented technologies, proprietary solutions, world-class expertise and time-tested research principles, InsightExpress transforms the way advertisers, agencies, publishers and researchers optimize their marketing activities. InsightExpress is headquartered in Stamford, CT, with offices in San Francisco, New York, and Los Angeles. For more information, visit www.insightexpress.com [5] or call 203-406-3233.