Orange testing ad-funded content
28 March 2008
Orange testing ad-funded content
Mobile operator Orange UK is dipping its toe into the water of ad-funded content this week with a trial that will allow subscribers to get discounted tunes in exchange for eyeballing adverts.
The trial, which will be operated via the operator's mobile portal, Orange World, will see 800,000 of Orange's 15.6 million customers given the option to download a variety of music, from four different genres - urban, pop, rock and dance - to their mobile handsets for free, or a discounted rate. Orange will make over 500 tracks available on the service.
The trial will last three months and will allow brands to have their advertising promoted prominently during the content purchase process.
Mobile ad firm ScreenTonic is managing and delivering the ads for the trial, and sponsors include Paramount Pictures and Ford.
Steve Ricketts, head of third party services at Orange UK said: "We believe this ad-funded content model will drive adoption and usage of services, and deliver better value content to our customers. Whilst the trial is initially set for music we are also intending to test this across other content areas, such as games."
Orange's move is interesting given that it is the host network for ad-supported MVNO Blyk, which launched late last year. Although there was much nay saying at the launch of the MVNO, it looks like Orange has used Blyk to test the water for ad-funded content and is now ready to move forward with a strategy of its own.
Telecoms.com had the opportunity to speak with Blyk group COO Leif Fagelstedt this week and he revealed a surprisingly good response rate of 29 per cent to adverts delivered over the service. Fagelstedt said that Blyk has carried out 600 campaigns and the response rate stabilised after 500 but he also highlighted the importance of avoiding brand clashes with the host network. Blyk targets the youth market, but Orange's announced sponsors suggest it is targeting a more affluent demographic.
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