Orange is launching an ad-funded content trial on its internet platform, Orange World. It is among the first mobile operators to offer content in return for users receiving advertising.
Ford and Paramount Pictures are among the first advertisers to sign up to the service, which will offer users music for free or discounted rates. Their brands will be advertised to users as the music is being downloaded.
A trial involving 800,000 Orange customers – which it claims is the largest ad-supported content trial – will launch this week and will last for three months. There are more than 500 tracks across urban, pop, dance and rock available to users. ScreenTonic, the mobile advertising company, will manage and deliver the ads for the trial.
Gavin Forth, head of entertainment at Orange UK, says: “We believe this ad-funded content model will drive adoption and usage of services, and deliver better value content to our customers. The mobile is a incredibly personal device, and our ad-funded content offering five advertisers a great opportunity to reach a new audience.”
There has been a growing trend towards advertiser-funded mobile content and services in recent years. The first entirely advertiser funded mobile network, Blyk, launched last year and offers users free calls and text messages in return for ads.