Mobile operator 3 Ireland has launched a free video-on-demand service that its subscribers can access directly from their mobile phone. There are no network charges for the service as it is funded by advertising; 10-second videos run before and after the videos.
Users provide some basic demographic information – age and sex – as well as their preferences for content they would like to see the first time they access the service. News, weather, sport and film trailers are on subscribers’ wishlists and it is now working with Gorillabox to source this kind of content.
Hotel booking service 1800 Hotels has signed up as the advertiser to use the service and is currently running pre-roll ads before clips.
The demographic information will be used to ensure ads are relevant to the individual who sees them.
3 has always styled itself as a mobile media network rather than simply a phone provider and this is its first venture into free content.