3 UK selects 4th Screen Advertising and Mobix Interactive for ad-supported mobile video content

3UK has selected 4th Screen Advertising and Mobix Interactive to run its ad-supported mobile video service.

What does this mean?
4th Screen Advertising will be the sales partners –getting brands to access 3’s on-portal video content
Mobix will deliver the video using its Adrenalin mobile video platform.

From the press release:
Neil Andrews, Head of Portal Advertising at 3 UK 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.”

“Additionally, by allowing people access to video content at a consumer-friendly price, we can offer brands a potentially massive target audience.” 

Mark Slade, Managing Director at 4th Screen Advertising, which is part of Mobile Interactive Group said, “The 3 UK portal is a prime piece of advertising real estate and gives brands access to a large potential audience.  More importantly, pre roll video advertising is highly targeted enabling campaigns to be far more effective, whilst reaching the right customer demographic at a time that suits.”

Damian Mulcock, CEO of Mobix Interactive said “Mobix is delighted to be chosen to work with 3 on this key project as we firmly believe an integrated advertising strategy across free, discounted and premium content is a vital part of the long term mobile media ecosystem.”

“We relish the opportunity to again be able to demonstrate Adrenalin’s unique capability to support paid-for, ad-supported and ad-funded models in a single environment, maximising the value for Network Operators, Advertisers and Media Owners.”

What we think?

Well done 4th Screen well done Mobix.

But 3 UK – what the hell are you thinking? You are going to offer a video service with advertising so that you can make more profit – BUT – you are still going to charge users to watch the videos?

Even if the price is as low as 50p  - is it me or is this a rip-off. You pay for content then you get advertisements so the operator makes more money?

AND – this is a NEW service???

I am sure the adverts will be well targeted but this does not mean that you want to pay for it.
If you look at the TV model this is like BBC versus ITV – you can be one or the other but you can’t be both.

Related News:

1. Mobix Interactive partners with Rhythm NewMedia
2. 4th Screen mobile advertising wins publisher deals
3. 4th Screen Advertising launches mobile search division
4. Virgin Media 4th Screen
5. ITV stirs things up by announcing an open competition for its mobile content business