Free mobile video service in partnership with FremantleMedia Enterprises and 3
Mobile advertising agency 4th Screen Advertising, in partnership with On Demand Groups Mobix Interactive, mobile network operator 3 and FremantleMedia Enterprises (FME) is providing targeted mobile advertising opportunities, by age and gender, for brands wanting to wrap and associate their advertising around the nation’s favourite TV show, The X Factor. All content and targeted advertising is delivered by Mobix’s Adrenalin platform.
Consumers on 3 have the opportunity to watch free video content, providing they complete the opt in service requirements giving details of their age and gender, in return for accessing video content for free. Therefore, all consumers are aware theyre entering a branded advertising environment. All mobile advertising clips are no longer than 30 seconds long and are pre roll reducing the drop off rate.
Brands are only charged if 90% of the advertisement is viewed by the consumer.
The benefits of 30 second pre-roll mobile video advertising clips are multiple:
· Target exact audience by age and gender
· Companion banner post clip enables extended brand engagement and maximises opportunity for direct response
· Provides avid fans of The X Factor with compelling content on the move
· Highlights all the best bits of The X Factor for the small screen
"Our customers are able to watch video for free, ranging from music and entertainment to news and sports. All of these are promoted on Planet 3, our dedicated mobile internet portal. With 35 million page impressions on the Planet 3 home page every month and up to 2.6 million unique users accessing the portal, it provides the perfect environment to exclusively promote The X Factor mobile video clips to a hungry audience."
Neil Andrews, Head of Portal Advertising at 3
The partnership with 3 and FME has opened up a fantastic opportunity for brands to target their exact audience demographic. Plus booking companion banners, post clip, enables advertisers to extend brand engagement in a dedicated mobile space, which in turn brings opportunities to drive direct response through interactivity. Additionally, mobile enables hundreds of brands, who may or may not have secured advertising on TV, to wrap their advertising around The X Factor, maximising reach to a receptive advertising audience.
Mark Slade, MD, 4th Screen Advertising
Our aim is to provide avid fans of The X Factor with engaging and entertaining mobile video content on the move, with 10 mobile video clips per week, showcasing highlights of the show. Partnering with Mobix Interactive, 4th Screen Advertising and 3 provides the wider reach possible for promoting the 10 three-minute video clips per week.
Robert Marsh, VP, Interactive & Telephony, UK Licensing, FremantleMedia Enterprises
The partnership with 3 and FME has opened up a fantastic opportunity for brands to target their exact audience demographic. Plus booking companion banners, post clip, enables advertisers to extend brand engagement in a dedicated mobile space, which in turn brings opportunities to drive direct response through interactivity. Additionally, mobile enables hundreds of brands, who may or may not have secured advertising on TV, to wrap their advertising around The X Factor, maximising reach to a receptive advertising audience.
Damian Mulcock, CEO of Mobix Interactive
4th Screen Advertising is the world's leading premium mobile advertising agency. We offer brands and advertisers more than just a click - we offer them engagement and effective, targeted ROI driven campaigns.
As the mobile advertising space becomes more cluttered, brands need to work harder to distinguish their offering, which is why we're constantly developing new rich media formats and solutions through our proprietary ad server Mpression.
Our publisher clients include global mobile networks operators like Vodafone, Three and Virgin Mobile, while The Guardian, ITN and Shazam are among the publishers who trust us with their mobile inventory. Our advertiser clients include household names such as Star Bucks, Burger King, Coca Cola, Barclaycard, Natwest, Direct Line, Green Flag, Disney, Paramount, Warner Bros, Samsung, Nokia, Peugeot Fiat and more with Mpression delivering over 500M page impressions a month.
4th Screen Advertising is part of Mobile Interactive Group (MIG), a global integrated mobile and digital communications company. MIG has expertise and resources dedicated to mobile marketing, mobile messaging, mCommerce, technology and services provision, the design, build and publishing of mobile internet sites and applications, digital marketing, social media and user experience design.
For more information see www.4th-screen.com
2nd September 2009
Tim Banks
Short URL: http://prst.co/5z
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