Mobile video; media appetizer

Leading off the today's panel focusing on mobile video, Frank Barbieri, CEO of mobile video network Transpera, likened the nascent category to a "delicious and unctious, but rather small' part of the media meal, not yet the meat and potatoes. Sounds like tapas-yum. But Barbieri said it shows promise, with double digit brand lift across all metrics including, unaided brand awareness, intent to buy and recall.

Not surprisigly, 18 to 34 year olds represent the most acive demo, with a concentration among iPhone users. At 6 to 7 minutes per session, time spent is longer than might expected. In time, Barbieri predicts video on the go will be something closer to the media entree. But isn' t take-out the best gastronomic analogy?

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