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Orange Launch Ad-Funded Content Offering

Wed, 26 Mar 2008

Mobile network operator Orange has launched the UK’s largest ad-supported content trial in a move that will allow 800,000 customers to download music to their mobiles for free.

Launched last week, the trial provides Orange customers with the option to download up to 500 tracks from four different music genres – urban, pop, rock and dance – on its Orange World mobile internet platform.

Orange said the move will be of great benefit to the company as "ad-funded content offerings give advertisers a great opportunity to reach new audiences" and the potential to generate new business models within the sector.

The trial is expected to last three months and allows brands to have their advertising banners promoted prominently during the content purchase process as users download music .

"We believe this ad-funded content model will drive adoption and usage of services, and deliver better value content to our customers," said Gavin Forth, head of marketing at Orange UK .

Orange said the ads for the trial are being managed and delivered by mobile advertising company ScreenTonic.

The company has already signed up a number of big-name advertisers to the trial including Paramount Pictures and Ford .
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