3 adds video bumper ads to its free content

Platform: Internet | Author: Alex Farber | Source: nma.co.uk | Published: 07.03.07

3 has launched ad-supported video content free to subscribers. Bumper video ads will run in front of its free video content.

The operator has partnered with technology provider Rhythm New Media to wrap ads around the free videos on Planet 3 from April.

"It won't be on all free videos but I can see it extending out," said Graham Oxby, marketing director for 3 UK. "We first had to prove to advertisers that the consumer demand existed."

Rhythm New Media claims that the service is the first ad-supported video service where the advertising can be targeted to the individual.

Ads are likely to be aimed at broad demographics but Ujjal Kohli, CEO of Rhythm NewMedia said that the solution could be used to cap the number of times a consumer sees one particular ad.
3 UK has recently closed advertising deals with Adidas, Unilever and EA. Oxby said that its ad-funded Celebrity Big Brother clips were downloaded 1.2m times in three weeks. And 100,000 Coca-Cola sponsored Christmas cards were sent following a 12 hour promotion on the portal.

Back to Newsroom