Orange Tries Ad Supported Mobile Music

European mobile operator Orange has launch an ad-supported content trial on its mobile internet platform, Orange World. In the UK 800,000 of Orange’s 15.6 million EU-wide customers can download music to their mobile handsets.

Mobile advertising company ScreenTonic are managing the ads for the trial which include Paramount Pictures and Ford. Orange customers taking part in the trial will be able to download music either for free, for half or full price. Orange will make only 500 music tracks available on the service to start.

Steve Ricketts, Head of Third Party Services, 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. Whilst the trial is initially set for music we are also intending to test this across other content areas, such as games. The mobile is an incredibly personal device and our ad-funded content offer gives advertisers a great opportunity to reach a new audience”.

Theo Theodorou, head of sales at ScreenTonic said: “The ad funded content trial will provide a route into the mobile experience for brands that have previously had little familiarity of the medium. It is an exciting reason for brands to get involved with mobile, as the media develops increasingly innovative solutions to allow advertisers to reach audiences”