GoldSpot shows off platform for mobile TV ad tests

There’s a lot of debate these days about what might push mobile television into its next growth spurt, but most seem to agree that offering ad-supported channels can only help.
GoldSpot Media, a Silicon Valley start-up, is banking on that strategy with what it says is the industry’s first mobile broadcast TV ad test platform that will allow carriers to make use of real-time interactive ad campaigns personalized for each consumer.
Most of the industry’s current mobile TV providers already have the capability to insert ads on their channels, and have been developing technology to allow for targeted ads and interactive responses. But few have discussed modeling, which GoldSpot Media is proposing, as a way to test a variety of campaigns and programs.
Although “Trial-in-a-Box” appears more focused on broadcast distribution models, it also allows streaming mobile TV providers to test the effectiveness of multiple advertising business models, ranging from free broadcast TV to single pay-per-stream channels.
“Virtually everything is in place today, including mature broadcast technologies, standardization, mobile broadcast terminals, high-quality content and consumer acceptance, to make interactive mobile broadcast TV a reality. The glaring exception is that it can be profitable to the entire value chain,” said Staffan Nilsson, senior VP of business development at the company.
“Trial-in-a-Box is designed to help solve the Catch-22 — the first controlled opportunity for mobile TV service providers and ad inventory holders to determine how to optimally integrate advertising to create highly profitable mobile video services across broadcast and 3G,” Nilsson added.