Vodafone mobile TV in Europe

Mobile TV and video firm QuickPlay has partnered with Amobee, which provides mobile advertising, to launch a mobile ad platform for video.

Similar in some ways to MoPhap and Vantrix's Ad Booster, the service provides:

• Ad serving capabilities
• Dynamic ad selection based on consumer profiles and contextual data
• Rich media buys and ad-sourcing options
• Dynamic video ad insertion in real-time
• Metrics, including ads watched and for how long

The service was first implemented on Vodafone Italy's FreeVideo service. Amobee says Vodafone Italy's 3G users were able to freely access a plethora of "high-quality, local and branded video content" as a result.

Come 2010, the mobile video subscriber market is expected to total 59 million worldwide. As of November '07, about 77 percent of subscribers are in the EMEA and Asia/Pacific regions.

A recent study found consumers are willing to tolerate ads if they get free content, such as online video, in exchange.