Orange Launches Ad-Funded Video Magazine

Orange has launched a new advertising-supported video magazine service on Orange World called Zap!.

The new service will offer free video clips to all customers with a video enabled 2G or 3G handset on both Pay As You Go and Pay Monthly contracts.

The service allows customers to access video clips for free in exchange for watching advertising before their chosen video.

The video magazine service will let advertisers buy mobile video pre and post roll ad spots, as well as companion banners that have been demographically targeted. These ads will also only play a set number of times per customer.

The recent Orange ‘Exposure’ research (see NewsLine) found that ad-funded content offers new ways of reaching audiences and the potential to generate new business models within the industry.

The service is being managed by IMP Media who have worked with Orange to create a magazine style experience that is tailored over time to meet the individual viewer’s interests.

Mobile advertising company Rhythm NewMedia is both selling and serving the advertisements on the Orange portal and has already signed up a number of advertisers including Twentieth Century Fox, Wrigley’s, Barclaycard, Cisco, Nissan, Paramount movies and Heat magazine.

Steve Wallage, head of partnerships services, Orange UK said: “It’s fantastic to be able to offer our customers video entertainment for free, while offering advertisers a unique opportunity to interact with a captive audience. Orange has already seen success in ad-funded trials, and offering video services to our entire customer base is quite a step.”

Orange: www.orange.co.uk