ITN ad funded vids on 3 UK

10:00, Apr 16, 2007 by Stuart O'Brien

ITN On is to offer a range of free, ad-funded video on 3 UK's content portal.

The video will be delivered with personalised pre-roll and post-roll advertising by Rhythm NewMedia’s ad targeting and management platform.

Rhythm inked a deal back March to power 3's ad-funding video offering, with Microsoft and Unilever among the initial advertiser partners. Its sales team is now making 3’s ad-funded inventory available to other media buyers and their brands.

ITN On, the new media arm of news giant ITN, will provide 3 a range of programming, including: EPL, a run down of the hottest topics in football; Most Requested, a topical five minute programme covering everything from celebrity feuds to celebrity pets; and Cocktails, a how-to cocktail guide.

ITN On already provides 3 with the UK, world, sports, showbiz and business news.

Nicholas Wheeler, managing director at ITN On, said, "We’ve always been convinced that there’s a great opportunity for advertising on mobile. From trials, we’ve seen that ad-funded content drives usage and we’re looking forward to working with Rhythm, who have developed innovative technology to make ITN On one of the first companies to launch ad funded content on mobile in the UK."

John Penberthy-Smith, marketing director at 3, said: "The ad funded content service on 3 is the first of its type in the UK and the introduction of ITN On’s products will make the service even more compelling for our customers."

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