Operator revives its ad-funded video service, this time with 4th Screen and Mobix.
3UK was a pioneer in this area, launching ad-funded clips with Rhythm New media in March 2007. Rhythm’s withdrawal of from the UK in August has clearly prompted a switch.The new deal will see 4th Screen Advertising acting as sales partner, responsible for providing brands with access to 3’s on-portal video content. Meanwhile Mobix will do the technical stuff, delivering real-time, in-video advertising. Mobix will use its Adrenalin platform to deliver targeted campaign metrics and manage relationships with content partners.
The videos will sit alongside 3’s inventory of premium content and will vary in price from free to 50p, depending on length and type. Initially, the clips will be news, weather and movie reviews with comedy, music and cartoon content following later. The service will go live later this year.
Neil Andrews, head of portal advertising at 3UK, said: “Choosing Mobix Interactive and 4th Screen allows us to continue to offer the best possible mobile advertising space to brands. By intelligently targeting advertising towards key demographics in this way companies can engage with their consumer on an individual level at a time and place of their choosing.”
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