Europe : 3 UK announced that more than one million customers have registered to use its free-to-access mobile video service powered by Rhythm NewMedia. Adoption has been rapid and in only six months, more than one quarter of 3’s growing user base have registered for this new service which delivers targeted and personalized advertising to a hard-to-reach demographic.

Rhythm NewMedia both sells and serves these video ads and its in-line brand awareness research system is used for measuring customer satisfaction and ad effectiveness. Top brands that have already used this service include Microsoft for mobile, Cisco, Intel, Unilever Lynx, Nivea, Ministry of Sound, Paramount Pictures, Entertainment Film and Coty and the Gwen Stefani fragrance. Brands have been successful reaching new users with this service because they can buy mobile video pre and post roll advertising accurately targeted by demographics. In addition, brands specify frequency caps, thus preventing waste. 3’s big selection of news, comedy, celebrity gossip, animations and film has further helped aid rapid adoption of the service.

3 Marketing Director, John Penberthy-Smith said, “Customers love the great content we offer and are happy to watch the short video ad before the video clip because the ad is targeted at them, making the experience all the more engaging. Customers who watch mobile videos are expressing high levels of satisfaction with the service.”

 Rhythm Chief Executive Officer, Ujjal Kohli said, “Seeing the rapid adoption of mobile video consumption on 3 UK’s network solidifies our prediction that users truly enjoy consuming bite-sized video snacks on their phone”.