Britain's largest cell phone network, "3", is the first mobile phone company in Britain to run video ads on its network, and response has been good, writes Media Life (via MediaBuyerPlanner). One ad has achieved 160,000 downloads - a number that has convinced the company the idea is viable.

Now 3 has appointed a mobile media selling agency, the "first time in Britain that a mobile operator has appointed someone to be out there actively selling the space," said a spokesperson for 3.