3 UK is to offer free ad-supported video streams on its content portal

11:45, Mar 7th 2007 by Stuart O'Brien

The offering is being powered by mobile ad specialist Rhythm NewMedia and will launch in April, significantly increasing the amount of free video available on the Planet 3 portal.

Initial advertiser partners include Microsoft and Unilever, with video genres encompassing gossip, animation, film and comedy. 3's existing 'premium' video offering is unaffected.

Users will be able to access the ad-funded video via a 'free stuff' icon on both the Planet 3 home page and within specific content category menus.

3 and Rhythm say the platform will profile users, so that a 35 year-old male will not see the same ads as a 24 year-old female. It will also limit the amount of times an ad is served to individual users to prevent ad 'fatigue'.

Rhythm is handling all aspects of the service, from the selling of space to the delivery of the ads. CEO Vjjal Kohli said: "We believe this is the world's first ad-supported, individually targeted mobile video service."

The company is in talks to deploy its platform with other mobile operators, with Kohli stressing the need for scale in order to make the mobile channel a worthwhile proposition for media buyers.

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