NMA - Mobile operator 3 is positioning the 3G video mobile platform as a key new advertising channel for brands and entertainment firms, after signing an agreement with mobile marketing agency Flytxt.

As part of the agreement, 3 is running a video ad campaign this week for the forthcoming British cult film It's All Gone Pete Tong in conjunction with RedBus Film Distribution.

3 claims it's the first time 3G has formed part of the promotional mix for a film alongside traditional TV, online and print. The film trailer will be promoted on the operator's 'Today on 3' news and entertainment channel.

Users will be able to download or watch the trailer live through video streaming free, and click through to a microsite area to read further information about the film, including the plot, stars and director.

A spokesman for 3 said that it's the first time an advertiser has paid to run a full 60-second video mobile ad on its network. RedBus has paid for 100,000 customers of 3 to stream or download the trailer.

The deal follows a sponsorship campaign by Apple iPod in October last year, which ran 15-second video clips before and after a show on 3's music channel (NMA 21.10.04).

"We're in talks with lots of other companies about content that they're interested in promoting to our customer base," the spokesman added.

However, he stressed that any deals signed would involve content that would be attractive to 3's customer base. "We already know our customers like watching film clips so this deal is a good fit," he said.

Getting brands to sponsor content would enable 3 to offer customers more content for free, since much of what it offers is paid for.

The operator has been working closely with Flytxt, which is actively pushing 3's network to advertisers.

"We expect mobile advertising to take off very quickly and are anticipating a high level of interest from the entertainment and games sectors, as well as anyone who sells mobile content," said Flytxt's Pamir Gelenbe.