ROK Entertainment Group has revealed that Cadbury Creme Egg, Twentieth Century Fox Home Entertainment 24 and Codemasters are the first advertiser brands on its free mobile TV service, FreeBe TV.
Cadbury have been investigating mobile opportunities for 2008 where relevant, acknowledging that this is a media platform that cannot be disregarded, says Amber Williamson from Cadburys media agency, Starcom Mediavest Group.
FreeBe TV is subscription-free, multi-channel Mobile TV streamed over 2.5G, 3G and wi-fi and is available via Nokia Video Center on the N95 and 8GB handsets. It offers a combination of live and on-demand Mobile TV, and is aimed at mobile users who have a data package included
in their mobile tariff. The service carries approximately 10 seconds of advertising per channel in an unbroken video stream of up to 10 minutes.
The key aspect to mobile advertising is to engage with the viewer rather than alienate him, as the tolerance for irrelevant advertising on mobile phones is considerably less than on any other medium, says ROK CEO Laurence Alexander. After all, people watch Mobile TV for just a few minutes at a time.