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3 picks 4th Screen and Mobix Interactive for ad-supported mobile content

3 picks 4th Screen and Mobix Interactive for ad-supported mobile content

London 23/10/08: 3 UK has chosen 4th Screen and Mobix Interactive to run its ad-supported mobile video service.  The selection will see 4th Screen Advertising acting as sales partner, responsible for providing brands with access to 3’s on-portal video content.  Mobix will be responsible for delivering real-time, in-video advertising based on targeted campaign metrics using its Adrenalin™ mobile video platform, as well as managing the relationships with content partners. 

The videos, which are set to go live later this year, will vary in price from free to 50 pence, depending on length and type.  3 UK will initially deliver news, weather and movie reviews to subscribers, followed shortly by comedy, music and cartoon content.   This will continue to sit alongside 3’s inventory of existing premium entertainment and information services, such as mobile games and full length music downloads.

The new service will provide brands with the means to deliver personalised advertising to 3’s active subscriber base of more than 3 million people.  Adverts will be targeted using demographic data in order to allow brands to communicate with their core target consumers and their frequency will be carefully managed to prevent wasted impressions and brand fatigue.  

Neil Andrews, Head of Portal Advertising at 3 UK said, “Choosing Mobix Interactive and 4th Screen allows us to continue to offer the best possible mobile advertising space to brands.  By intelligently targeting advertising towards key demographics in this way companies can engage with their consumer on an individual level at a time and place of their choosing.”

“Additionally, by allowing people access to video content at a consumer-friendly price, we can offer brands a potentially massive target audience.”  

Mark Slade, Managing Director at 4th Screen Advertising, which is part of Mobile Interactive Group said, “The 3 UK portal is a prime piece of advertising real estate and gives brands access to a large potential audience.  More importantly, pre roll video advertising is highly targeted enabling campaigns to be far more effective, whilst reaching the right customer demographic at a time that suits.”

Damian Mulcock, CEO of Mobix Interactive said “Mobix is delighted to be chosen to work with 3 on this key project as we firmly believe an integrated advertising strategy across free, discounted and premium content is a vital part of the long term mobile media ecosystem.”

“We relish the opportunity to again be able to demonstrate Adrenalin’s unique capability to support paid-for, ad-supported and ad-funded models in a single environment, maximising the value for Network Operators, Advertisers and Media Owners.”

- Ends –

About 4th Screen Advertising
4th Screen Advertising launched in February 2006 and is the UK’s leading largest independent mobile advertising agency.  The company helps mobile operators and publishers including O2, ITV Mobile, Tesco Mobile, Teletext and Autotrader to monetize traffic to their portals through mobile advertising. 

The team at 4th Screen Advertising provide a single point of contact for media agencies and brands, wishing to buy advertising inventory across a range of mobile internet sites and formats.  Their in-house creative, technological and dedicated account management teams provide advice and solutions that help publishers and brands optimise opportunities in mobile advertising. 

Mpression™, 4th Screen Advertising’s proprietary ad-serving platform enables brands and advertisers to target their exact customer demographic by time of day, gender, age, behaviour, operator and handset make and model.

For more information please visit

PR Contact:
Tim Banks
Tel:    +44 (0)870 765 2564


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