Mobile operator 3 UK is to allow brands to advertise on its highly used pre-loaded Favourites application. Ad space on the application, which is soon to be present on every handset used by 3 UKs customer base of more than 3 million users, will be sold by mobile advertising agency YOC.
Favourites is 3 UKs fastest-growing mobile Internet service in terms of usage. The application comes installed on the left soft-key of all handsets, and acts as a gateway to highly-trafficked websites and Internet communications services. Subscribers are guided towards download sites and mobile web pages for services such as Facebook, Google, Skype, Yahoo!, YouTube and Windows Live Messenger. 
YOC will be offering brands the opportunity to insert sponsored links into this list of suggested Internet destinations. Advertisers will be able to buy slots either above the fold, as one of the suggested links before users have to scroll down, or below the fold. With the average user clicking on these links around 16 times per week, 3 believes the new sponsorship opportunity will drive traffic and increase brand presence across mobile.  
This is a great opportunity for brands to be involved in our fastest growing mobile Internet access point, says Neil Andrews, Head of Mobile Portal Advertising at 3 UK. Having a presence in the Favourites application reduces the number of clicks needed to access branded content, as well as placing the advertiser alongside well-recognised and recommended Internet destinations. This drives traffic, at the same time as increasing brand presence with a highly-engaged audience.
YOC is currently selling the new 3 UK inventory. The intention is for the first ads to go live early in October. 
In a separate move, YOC has bought the Spanish mobile advertising provider Mobile Interactive Advertising, a spin-off company of Nokia, located in Madrid. YOC Group says the acquisition will allow it to position itself as the leading provider of mobile advertising in the Spanish market. Furthermore, Mobile Interactive Advertising Media will gain access to the YOC Group's complete product range, making it the only full-service mobile marketing provider in Spain.