3 are now starting to feature advertising on their mobile broadband dashboard. The ads will appear as users connect to the internet using their 3 USB dongle and the first advertiser to take them up on the new ad space offer is Yell.

Will this effect the experience for 3’s mobile broadband customers? We don’t think so as it’s only relevant during the “dead” time when they’d usually be watching the screen and waiting for the “connected” message. If ads are imaginative, relevant, entertaining or useful, it could even improve the experience by giving users something to fill the space during connection.

As long as 3 are sensitive to the user experience and don’t begin to annoy users with adverts, we’re all in favour. Why? Because if 3 can generate revenue with this kind of venture, they can offer their mobile broadband services at a lower cost.

For 3’s offers see our section for 3 mobile broadband.