Rhythm New Media delivers ad-supported mobile video to Vodafone Spain
Rating: salsa
by Bena Roberts
Vodafone Spain will deliver ads to Vodafone Spain’s 3G users via a new initiative called Vodafone Spain Mobile Marketing Discovery Program. This move copies a similar partnership with 3 and Rhythm New Media.
With Rhythm New Media all video content including existing portal content such as breaking news, sports and horoscopes will have advertising triggered into it.
From the press release
“We see this service growing rapidly as subscribers watch and demand more and more video on their mobiles. We’re excited to work with Rhythm to provide short video clips to our customers, completely free of charge,” said Inaki Cabrera Head of Mobile Marketing Business Unit at Vodafone Spain.
“We’re excited to work with Vodafone to help brands better target customers through mobile ads in the form of short, bite-sized entertainment that we call video snacks,” said Owen Hanks, senior director of EMEA for Rhythm NewMedia.
What we think?
Triggering ads into video over 3G is like watching an advert that is constantly on pause. Until now every advert I have seen pushed into video (when not on an on device portal and triggered over 3G) has been a painful experience.
Am I exaggerating? Well, I am being honest. Rhythm says it has patent pending ad technology for its services. This might help with the effectiveness of the advert but does it help with the quality of 3G (especially in rocky Spain)? Or even more importantly even on broadband when I watch films I have to wait for the video to cache – this is the same for 3G. Its slow and pushing ads into video that is often temperamental on its own is risky.
We are not saying that video ads are not good – only its very early days. Patents should be focusing on quality of experience before effectiveness of the ad as if it doesn’t render – who cares what the ad was about.
Related News:
- Rhythm NewMedia free mobile video service gets one million customers on 3 UK
- Vodafone Spain chooses Amobee to launch mobile advertising
- Mobix Interactive partners with Rhythm NewMedia
- 3 partners with Rhythm New Media for free content on Planet 3
- Vodafone and Huawei to Set Up Global Application Innovation Centre in Spain
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