Those who connect to the web with a USB modem (or dongle) will be familiar with the “dashboard”. Most operators have one – it’s a little interface that pops up when you plug your modem in. 3 UK has decided it will start selling advertising on that dashboard. While that does guarantee an ad will get seen by the approx. 1 million mobile broadband users 3 has, it will require a major redesign of the interface. Because the way it is right now, no one in their right mind would want to buy ad space there.
Have a look at the 3 dashboard:
It’s hideous! It looks incredibly similar to my O2 interface. I don’t know where you’d even fit an ad there. 3 is currently hunting for exclusive ad partners, so the service can kick off at the end of the year. 3 UKs sister network in Australia has reported good results for campaigns like this, which are already running over there. If there’s anyone out there with a pic of that in action, could you send it me? I’d love to see what it looks like.
Just for example, check out the Vodafone dashboard:
I could see where you’d fit an ad there all right.
From the release:
Neil Andrews, Head of Advertising at 3 UK: “3 UK has always led the market when it comes to providing innovative advertising space on mobile because we have a uniquely powerful network. This has allowed us to do some very interesting things with mobile content and the advertising surrounding this. Our mobile broadband offering is seeing a huge amount of uptake. This new opportunity presents brands with the opportunity of getting in front of a large target audience in a bold and visible manner.”
What we think?
I’m not saying this isn’t possible, by any means. I just think the 3 dashboard isn’t a suitable place for ads as it is now. It’s far too cluttered. The cleaner design of the Vodafone interface is much more suitable real estate.
