Mobile video: A study of quality perception

Heppner, Clyde C.; Benkofske, Matrese; Moritz, Robert L.

doi:10.1037/e577082012-017

PsycEXTRA Dataset 2004

DOI: 10.1037/e577082012-017

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Mobile video: A study of quality perception

Clyde C. Heppner¹,

Matrese Benkofske²,

Robert L. Moritz³

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2009

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Cited by 3 publications

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“…What research has been carried out has either investigated the feasibility of showing video on these devices, rather than its effects (e.g. Heppner, Benkofske, & Moritz, 2004; Knoche & Sasse, 2008; Knoche, McCarthy, & Sasse, 2005), or the difficulties of creating content for portable devices, which vary so widely in operating systems and capabilities (Rondeau, 2005). Other research has compared the effects of different types of content, such as video versus still pictures, when seen on portable screens (e.g.…”

mentioning

confidence: 99%

Viewing Angle Matters-Screen Type Does Not

Bellman

Schweda

Varan

2009

Journal of Communication

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Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods. However, controlling for screen type, ads viewed from a closer distance (i.e. with a wider viewing angle) were more likely to be recalled the next day, and were associated with more favorable brand attitudes. Shorter programs, product relevance, and use of close-ups and detailed images made no difference to this general viewing-angle effect.On October 12, 2005, Apple's CEO Steve Jobs launched the video iPod, holding it up to show how it could play episodes of top-rated ABC network TV shows such as Desperate Housewives, which viewers could download for just $1.99 (Wingfield & Smith, 2005, B.1). Six months later, in April 2006, Disney began making many of these same TV shows downloadable for free to iPods and personal computers (PCs) by including ads inserted in the content, which viewers were unable to skip through (Fleetwood, 2006). Today, watching video on these other screens -the PC and the ''third screen '' (Balaji, Landers, Kates, & Moritz, 2005), mobile devices like the cell phone and the video iPod -has become an essential part of everyday life for many people (O'Hara, Mitchell, & Vorbau, 2007). In TV's new landscape, advertisers will increasingly need to follow their audiences onto these other screens to ensure they reach their target markets with effective levels of exposure. In order to plan their media schedules in a new world of multiple screens, it is important for advertisers to better understand the likely impact of TV ads when they are not seen on a TV screen. This study set out to answer the question: ''Are ads seen on an iPod or a PC as effective as ads seen on a TV?''Little is known about the different effects of TV ads when seen across PC, iPod, and smaller mobile phone screens, compared to viewing them on a normal TV screen.What research has been carried out has either investigated the feasibility of showing video on these devices, rather than its effects (e.g. Heppner, Benkofske, & Moritz, 2004;Knoche, McCarthy, & Sasse, 2005), or the difficulties of creating content for portable devices, which vary so widely in operating systems and capabilities (Rondeau, 2005). Other research has compared the effects of different types of content, such as video versus still pictures, when seen on portable screens (e.g. Nasco & Bruner, 2007;Ravaja, 2004). Only a few studies have compared video content seen on small screens with the same content seen on larger screens, such as a domestic TV set (e.g. Bracken & Pettey, 2007;Kelley, 2007;Reeves, Lang, Kim, & Tatar, 1999). Those studies have compared programs rather than ads, specifically. The unique contribution of this study is that it is the first to compare ad...

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mentioning

confidence: 99%

Viewing Angle Matters-Screen Type Does Not

Bellman

Schweda

Varan

2009

Journal of Communication

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A carrier's perspective on creating a mobile multimedia service

et al. 2005

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Carriers sit at the center of the complex intercompany ecosystems that bring mobile products and services to the consumer mass market. In fact, to a large extent, carriers create, shape, and coordinate these systems. Carriers provide the large monetary investments needed to begin development and are responsible for creating and maintaining the long-term customer relationships that sustain products once they are launched. This article describes the creation of Sprint PCS Vision Multimedia Services launched in August 2004 from the view of the design team within the carrier. This view provides insight into how business and research constraints play out to influence the design of mass market services.

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For mobile applications, branding is experience

Rondeau¹

2005

Commun. ACM

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Mobile technology is everywhere---with new types of mobile devices appearing regularly. While branding of the devices themselves can draw upon a long history of product branding, the branding of mobile applications presents new questions and challenges. I became aware of some of these challenges during InContext Enterprises' development of the mSports mobile sports application, which allows users to follow the play-by-play action of Major League Baseball on a variety of mobile phones. We gathered customer data to develop the concepts and designed application interfaces for a variety of devices. Focusing on baseball for mobile phones, we tested and iterated the design with users. The design was implemented and released in 2003 in partnership with Sports Illustrated.com under the ScoreCast brand.

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Mobile video: A study of quality perception

Cited by 3 publications

References 0 publications

Viewing Angle Matters-Screen Type Does Not

Viewing Angle Matters-Screen Type Does Not

A carrier's perspective on creating a mobile multimedia service

For mobile applications, branding is experience

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