Orange today launched the largest ad-supported content trial in the UK allowing 800,000 customers to download music to their mobiles for free.
The move sees Orange customers given the option to download up to 500 tracks from four different genres – urban, pop, rock and dance – on its mobile internet platform, Orange World.
Ad-funded content offers new ways of reaching audiences and the potential to generate new business models within the industry.
Beginning this week, the trial lasts three months and allows brands to have their advertising banners promoted prominently during the content purchase process as customers download music.
Mobile advertising company ScreenTonic are managing and delivering the ads for the trial, and have already signed up a number of advertisers to the trial including Paramount Pictures and Ford.
Gavin Forth, head of entertainment at Orange UK, said: ‘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 an incredibly personal device, and our ad-funded content offerings give advertisers a great opportunity to reach a new audience.’