Mobile advertising agency 4th Screen Advertising, in partnership with On Demand Groups Mobix Interactive, mobile network operator 3 and FremantleMedia Enterprises (FME), are providing targeted mobile advertising opportunities, by age and gender, for brands wanting to wrap and associate their advertising around the popular TV talent contest show, The X Factor. All content and targeted advertising is delivered by Mobix's Adrenalin platform.
The 30 second pre-roll mobile video advertising clips enable brands to target audiences by age and gender, while companion banner post clip ads enable extended brand engagement and maximises the opportunity for direct response. The service also provides fans of the show with content on the move, wityh highlights of the show delivered to the mobile phone. 
Consumers on 3 have the opportunity to watch free video content, providing they complete the opt in service requirements, giving details of their age and gender. All consumers are aware that they are entering a branded advertising environment. All mobile advertising clips are no longer than 30 seconds long and are pre-roll, which, 4th Screen notes, reduces the drop off rate. Brands are only charged if 90% of the advertisement is viewed by the consumer.
Mobile video advertising is really starting to take off, says 4th Screen Managing Director, Mark Slade. The partnership with 3 and FME has opened up a fantastic opportunity for brands to target their exact audience demographic. Plus, booking companion banners, post clip, enables advertisers to extend brand engagement in a dedicated mobile space, which in turn brings opportunities to drive direct response through interactivity. Additionally, mobile enables hundreds of brands, who may or may not have secured advertising on TV, to wrap their advertising around The X Factor, maximising reach to a receptive advertising audience.
4th Screen Advertising is part of Mobile Interactive Group (MIG), which has provided mobile interactive services, including SMS, MMS, and made-for-mobile video content, to The X Factor since 2004.