First 3G advert takes to the airwaves

Mobile video operator 3 today claimed that it is running the first advert over 3G, as part of a newly signed video mobile marketing agreement.

The UK carrier said that its customers will be able to watch a free trailer of the new British cult film It's all gone Pete Tong. The film won an award at the Toronto film festival, and is out in UK cinemas on 26 May.

According to the operator, the deal marks the first time that 3G has formed part of a promotional campaign alongside traditional TV, online and print advertising.

Under the terms of an agreement with Flytxt, a mobile marketing services provider, and in conjunction with RedBus Film Distribution, the trailer will be available via 'Today on 3'. Customers will also be able to read about the film, the plot and its stars.

Gareth Jones, chief operating officer at 3, said: "Advertisers now have a new and targeted visual medium with which to reach consumers."

Pamir Gelenbe, co-founder and director of corporate development at Flytxt, added that the main advantage for advertisers is that mobile marketing combines the wide reach of TV with the precision of direct marketing and the tracking potential of the internet.

It's all gone Pete Tong is a new comedy examining the life of superstar DJ Frank Wilde. The 30-second 3G clip will be launched in mid-May and will be available to the first 100,000 customers.