Orange launches ad-funded mobile video service

by Alison Donnelly, Marketing 03-Jul-08, 14:50

LONDON - Orange has launched an advertising-supported video magazine service called Zap!, which will offer free video clips to all customers with a video-enabled 2G or 3G handset on both pay-as-you-go and monthly contracts.

The service will enable customers to access video clips for free in exchange for watching advertising before their chosen video. Content will include celebrity, lifestyle, news and entertainment clips from broadcasters such as ITV, Sky, BBC Worldwide and ITN. Clips from shows including Little Britain and Soccer AM will be updated twice daily.

Zap! will offer advertisers pre- and post-roll ad spots, as well as demographically targeted companion banners. The ads will play only a limited number of times for each user.

The service is being managed by IMP Media while mobile advertising company Rhythm NewMedia is selling and serving the ads on the Orange portal. Several advertisers have signed up, including Twentieth Century Fox, Wrigley's, Barclaycard, Cisco, Nissan, Paramount and Heat magazine.