Swisscom to offer ad-supported video
Rating: learning by doing
By Annie Turner
The era of free mobile video gets under way in Switzerland in June when Ad Infuse and Minick launch the country’s first ad supported video service for Swisscom Mobile’s 4.6m customers. They will be able to access video on demand content supported by 10 to 20 second ads at the beginning and end of each programme.
Ad Infuse and Minick have launched the Swisscom Mobile pilot with a comedy channel and anticipate that music, sports and others will follow.
Stephen Upstone, Ad Infuse Managing Director of European Business Development, says, “The potential for mobile marketing in video is immense - projected to hit USD 1bn within five years – and the European market is virtually untapped.”
A mixture of local and international brands are to support the channels, including Canon, Peugeot and Sony-Ericsson.
I suspect that 10 to 20 second ads is probably too long on a mobile screen and just how personalised and relevant (two words I’m heartily sick of) is unknown. But in this new area of ad supported mobile content, there are few precedents and the only way to learn is by doing. The results will be fascinating.
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