Mobile video is certainly not new to mobile operator, 3. They used to offer a mobile video service to their subscribers in partnership with Rhythm New Media. However, with the closure of Rhythm’s UK services earlier in the year, 3 UK had to close this service.
When they discontinued the mobile video service, a spokesperson for 3 had said, “Mobile advertising remains an important part of our strategy. This change has created a great opportunity for a new supplier and we’ll be looking at options over the coming months.”
They now appear to have fulfilled that promise. 3 has now tied up with Mobix, which will deliver real-time in-video advertising, and 4th Screen Advertising, which will be their sales partner, to restart their mobile video service before the end of the year.
The 3 million subscribers of 3 will now be able to receive personalised advertising from various brands, with the option of demographic targeting and frequency capping.
3 UK will begin with news, weather updates and movie reviews, and follow it up later with comedy music and cartoons. 3’s earlier entertainment and information services, mobile games, and full length music downloads will of course continue.
Videos will range from being free to costing up to 50 pence each, depending on the length and type.
3 UK’s Head of Portal Advertising, Neil Andrews says, “By allowing people access to video content at a consumer friendly price we can offer brands a potentially massive target audience.”
Mark Slade, Managing Director of 4th Screen Advertising says, “Pre-roll video advertising is highly targeted, enabling campaigns to be far more effective, whilst reaching the right customer demographic at a time that suits.”
Read the full 3 UK official press release