San Mateo, Calif. — September 25, 2013
Opera Mediaworks, the world’s largest mobile advertising platform, today announced a new suite of mobile advertising products that will help brands, advertisers and marketers reach out to and engage a vast smartphone and tablet audience. This will be enabled using video and voice — two of the most used features on mobile devices.
Advertisers now can seamlessly execute effective rich-media campaigns from start to finish through the Opera Mediaworks platform. Publishers gain access to these capabilities through the AdMarvel platform and SDK and advertisers can utilize these innovative ad units through Mobile Theory and 4th Screen Advertising.
The Opera Mediaworks platform serves 60+ billion ad impressions per month via 13,000 mobile sites and apps, reaching 400 million consumers a month globally.
Opera Mediaworks’ new comprehensive mobile video and voice advertising offering includes:
JetBlue is the first national brand in the U.S. to use the voice ad units as part of its “Air on the Side of Humanity” campaign that launched last week. The airline is partnering with Mobile Theory, part of Opera Mediaworks, to launch mobile ads that will allow consumers to interact with the ad on their smartphones through voice.
“JetBlue always likes to use the latest innovation to connect with our existing and potential customers, and I think it is also what people expect from our brand,” Elizabeth Eelman, Manager, Advertising, JetBlue. “The voice ad unit is a fitting progression to further bring this unique campaign to life and encourage engagement with customers in a natural (and new) way.”
Mobile video advertising is emerging worldwide, with eMarketer recently stating that U.S. mobile video ad spending is projected to be $518 million for 2013, reaching $2.7 billion in 2017. According to eMarketer, growth rates for mobile video ad spending will be far greater than for any other related channel (i.e. television, online or total digital).
Furthermore, the Opera Mediaworks State of Mobile Advertising report, released July 23, stated that, during Q2 2013, advertisers increasingly began to adapt relatively new, but highly effective, ad types including VAST interstitial (mobile video) units, which resulted in deeper engagement with consumers.
“As mobile display is poised to overtake mobile search, leading brands and agencies are focused on ad formats and creative that drive engagement,” says Mahi de Silva, CEO, Opera Mediaworks. “Rich-media ad formats using video and audio ads have proven to have much higher engagement and conversion rates. Opera Mediaworks provides the most comprehensive platform, with quick and effective ways for brands to reach and engage their target audience.”