Brand owners gear up for 3G streaming of interactive video ads

A new system of video shortcodes has been developed by mobile technology firm MX Telecom. “It’ll involve 3G mobile users dialling a shortcode, opting for a video call and then being sent streamed video content to their mobiles.”
The operators (the first one is predicted to be 3) will likely focus on offering existing content such as news and weather through the technology. Advertisers are looking at the technology to deliver ads – but of course they first have to convince the customer to use the shortcut. To do this they are going to have to provide a compelling reason for someone to actively pursue an ad, which goes even further than having people tolerate it or even stay in the chair for an extra 30 seconds during a TV ad break. When this happens advertising will actually be content, rather than ‘dis-content’.
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