So says this story in NMA (subscription only): UK operator Orange will launch a full-scale mobile advertising proposition
across its mobile portal next month. It will trial the full range of mobile ad formats, from banners to location-based to time-based advertising, over the next six months. Interestingly enough, the trial will focus initially on brand advertising, before moving to mobile content (endemic) advertisers.
While 3G operator 3 has led the field in mobile advertising, none of the other UK operators has yet opened its portal to advertisers.
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