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Ad Funded Mobile Content 2008

Ad Funded Mobile Content 2008


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Published by Carl Costa

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Categories:Types, School Work
Published by: Carl Costa on Jan 06, 2009
Copyright:Attribution Non-commercial


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In March 2008, 3UK launched the first ad funded commercial

mobile music video service in conjunction with Sony BMG Music

entertainment, powered by mobile advertising solutions company

Rhythm NewMedia. The service is available to 3 subscribers

through the 3 music page on the WAP site. The service was

launched following a successful service of free mobile video in

2007 in which during the first two months of roll out, around 10%

of the subscriber base of 3 UK had viewed video clips on the

service. By October 2007, it was reported that 1 million users had

registered for the ad funded service, demonstrating the customer

satisfaction for the service. This has demonstrated that mobile

subscribers, especially 3 UK mobile subscribers are willing to view


Ad funded mobile content

advertisements in return for free mobile content, and that 3 UK

has found success in music and mobile video content for ad

funding. In promoting mobile video through ad sponsorship, 3 UK

is able to provide financial incentives for its subscribers to try the

service, as there is little or no cost to the end user.

From the earlier launch of ad funded video content, 3 UK has

gathered from the successful take up that its subscribers are

receptive to videos on the mobile that are short, and are willing to

view adverts for the free service. 3 UK has applied this

intelligence to the ad funded mobile music video service, which is

appropriate to the subscriber behaviour. Music videos are

generally short, and this ties in with the behaviour monitored by 3

UK in its ad funded video service. According to 3 marketing

director John Penberthy-Smith (in an interview in Mobile

Marketing magazine), 3 customers are "happy to watch the short

video before the video clip because the ad is targeted at them"

reinforcing the necessity of keeping the content and the

advertisements sponsoring the content relevant and targeted to

the appropriate market demographic. This presents the best

opportunities for ROI for the advertiser and the best subscriber

uptake opportunity for content providers and mobile operators.

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