3 hits six million views of ad supported mobile content

3 has announced that its ad-funded mobile video service, which went live in April this year as the first of its type from UK operator, has already seen over 6 million streams of video content from 3 customers. The success of the service, which wraps demographically targeted advertising around free-to-view video content, is said to validate 3's position as the first operator to launch an ad-funded content package of this type.

The Rhythm NewMedia powered service has already attracted content brands such as ITN, Fifth Gear and The Apprentice and is being supported by advertisers such as Microsoft, Lynx, Ministry of Sound, Intel and Cisco. In a clear demonstration of the long term potential of ad funded mobile content, more than 600,000 customers have already viewed clips - representing over 10% of 3's customer base in the first two months of the roll out.

Closer inspection of usage reveals some interesting trends around mobile content consumption amongst customers. Peak viewing times are around the morning commute (7am-9am) and the late evening (8pm-11pm) and the service is most popular amongst 25-34 year old males and 18-24 year old females. Most popular content types are breaking news and weather followed by horoscopes and movies.

As the UK's leading mobile media company, ad funded video content on 3 offers advertisers a uniquely impactful and targeted mobile advertising opportunity. Advertising is incorporated into video clips as start and end 'bumpers' around quality, branded video content, ensuring customer impact each and every time they view a clip. Ads can be targeted according to user's demographic information and can be frequency regulated at an individual level (e.g. restricting the number of times one consumer sees a certain ad).

John Penberthy-Smith, Marketing Director, 3, said: "This service is a win for customers and for advertisers. People get to view great video content for free and advertisers get to reach out to their audiences in a targeted way. The volumes we're seeing on the service show that it's a model that works and that 3 is once again leading the market in mobile media."

Ujjal Kohli, CEO of Rhythm NewMedia, said: "On-phone measurement of advertising effectiveness provides advertisers with immediate and accurate feedback on their brand advertising efforts. We believe that this is a first in providing real time in-line measurement for brand advertisers and will be a powerful tool to foster the growth of the mobile advertising market."