Orange launches ad-funded mobile e-zine

by Ann-Marie Corvin, Media Week 03-Jul-08, 15:35

LONDON - Mobile phone network Orange has launched a new ad-supported video magazine, Zap, on its Orange World portal, featuring clips from a range of well-known entertainment brands.

Mobile phone network Orange has launched a new ad-supported video magazine, Zap, on its Orange World portal, featuring clips from a range of well-known entertainment brands.

Zap will run on video-enabled 2G or 3G mobile phone handsets and offers free video clips ranging from Little Britain, to Soccer AM, to both pay-as-you-go and contract customers.

Mobile ad outfit Rhythm NewMedia is both selling and serving the ads on the service, and has already signed up advertisers such as Twentieth Century Fox, Barclaycard, Cisco, Nissan and Paramount.

Advertisers are given the opportunity to buy mobile video pre and post-roll ad spots, as well as "companion ads" such as demographically-targeted banners.

All clips, which are refreshed throughout the day, are provided by broadcasters including ITV, Sky, BBC Worldwide and ITN and will be free of charge, in exchange for watching advertising before the customer's chosen video.

The service is being managed by IMP Media, who have worked with Orange to create "a magazine-style experience".