3, the mobile media company, is launching free-to-access content on its Planet 3 portal that will be supported by personalised advertising.
The service has been developed with Rhythm New Media and will be available to customers in April.
Graeme Oxby, 3’s marketing director, says: “We know that people want to browse and watch stuff for free and by introducing advertising supported content we can massively increase the range of our video chips available. Ad-supported content is going to be an important part of the mobile world going forward.”
Before viewing content for the first time, customers will need to submit basic demographic data that can harnessed by brands to target consumers more effectively.
Advertisers will also be able to regulate the frequency at which a customer views a specific ad, preventing wasted impressions and advertising fatigue.
The ad-funded content will significantly increase the range of free content available. The mobile operator already provides a selection of free news, comedy, celebrity gossip, animations and films.