Mobile users offered free X Factor content in ad deal

LONDON - Mobile operator 3 has signed a deal enabling its customers to watch free highlights of ITV's 'The X Factor' in exchange for opting-in to receive targeted advertising.

The initiative is the result of a tie-up between mobile advertising agency 4th Screen Advertising, On Demand Group's Mobix Interactive, FremantleMedia Enterprises and 3.

The partnership gives advertisers the opportunity to target people by age and gender via 30-second pre-roll mobile video ads and banner post clip, which will surround 'The X Factor' content.

The content, which consists of 10 three-minute mobile video clips every week, is being promoted on 3's Planet 3 mobile portal, which the operator claims reaches up to 2.6m unique users every month.

Mark Slade, 4th Screen's MD, said the deal gives companies that are not advertising around 'The X Factor''s TV broadcasts the opportunity to link their brands to the popular show.

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