Orange France tries out advertising-funded segment
Rating: interstitially speaking
Orange in France is running commercial mobile advertising trial.
It is using Amobee’s Media System to try out the business model of using advertising to fund mobile content and entertainment services.
Subscribers are offered the option of downloading a game from Filao at a reduced price or free if charge, if they accept advertising within the game. Coke, Saab, Travelski, Société Générale and Mobifun are among the brands taking part.
I predict that interstitially (the adverb derived from the noun interstice which, according to my Chambers Dictionary, means a small space between things closely set) is going to be a word we all stutter over in 2007 because these ads are going to be inserted interstitially, that is, during idle time between levels or while the game is loading. And this year is going to be the try-out year for lots of advertising-funded or part funded models.
Through the Orange France trial, over the next two months users can request more details about each brand by initiating a call by opening a WAP session. Alternatively, they can click past the ads to continue with the game at any point. To this end, Filao has integrated Amobee’s HAPI (Handset Application Programming Interface) into its games.
Patrick Parodi, Amobee’s chief marketing officer, says, “Consultancy Fathom has looked at seven different touch points for mobile advertising and had asked about 600 mobile users what advertising they would accept at these touch points in exchange for some kind of benefits and how many would accept it – everything from idle time to portal placement, to video, to music to games to messaging. And one of the ones that came up as the highest level of acceptance was that 42% of people said they would accept advertising within a game environment if it led to a reduction in the cost of the mobile game. We thought this was an interesting area to start testing our model…(For the full story, you’ll have to wait until The Mobile Marketing and Advertising Analyst launch at 3GSM)
We’ll see.
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