Brands Report Success for Mobile Pre Roll Ads Served by Rhythm

November 8th, 2007

BRANDS Lynx and Mazda have seen encouraging early results from pre-roll mobile advertising campaigns with 3 and T-Mobile.

The success has meant that MindShare, the agency that booked the ads, is now considering the format for a number of clients. It expects audience reaction to become even better as it gets access to more information about subscribers to the operators' ad-funded content.

More than half of the 1,500 consumers polled displayed awareness of the Lynx Manwash brand

when prompted, rising to 70% for the Mazda 2 campaign.

"The results were much more positive than we expected," said Andreas Nicolaou, account director for Unilever UK at MindShare.

He added that Lynx Manwash was a good fit for pre-roll advertising on 3 as the campaign involved a great deal of mobile activity.

However, he warned brands not to get over-excited. "As the format is so new people are likely to react positively," said Nicolaou. "The results are positive but a lot of it's down to how you slice the audience to target a campaign."

The Manwash mobile campaign was the third in a series from Lynx, which tweaked the creative over time to make it more suitable for mobile.

The ads are run by Rhythm New Media, which has agreements with 3 and T-Mobile to secure content and sign advertisers. 3 has delivered 1m ad-funded streams since March.

"The popularity of pre-roll has risen because advertisers are comfortable that users are comfortable," said Owen Hanks, UK director of media sales for Rhythm New Media.

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