14 DAY TRIAL // Mobile operator 3 has announced it will be the first to offer free video streams against advertising starting April this year. This comes right after Nokia had announced it would provide advertisers access to its customers.
Reportedly, the first advertisers interested in supporting 3's new service are Microsoft and Unilever. The advertising content will be tailored according to each user's profile.
Rhythm Media will be responsible for all aspects of the service, from selling of space to the delivery of the ads. CEO Ujjal Kohli said: "We believe this is the world's first ad-supported, individually targeted mobile video service."
With the launch of ad-funded content, 3 is significantly increasing the range of video content available to customers for free. It will also offer brands the opportunity to deliver targeted and personalized advertising. The brands that are interested will be able to buy advertising space based on the demographics of the customer watching it.
Customers that wish to view free content will initially be asked to submit some basic demographic data, such as age and gender. The information can be used by brands to target their advertising more effectively; as well as define how many times an individual sees a specific ad.
Graeme Oxby, Marketing Director at 3 UK, said: "We're always looking at ways of bringing our customers great new content on the Planet 3 portal - things like our mobile games and music are already very popular and are generating millions of downloads. However, we also know that people want to browse around and watch stuff for free - by introducing advertising supported content we can massively increase the range of video clips available. Ad supported content is going to be an important part of the mobile world going forward."