Parent Category:News 26-09-2013
Mobile advertising platform Opera Mediaworks has released a mobile video and voice advertising offering that bundles several functionalities into suites of offerings.
Mediaworks VideoRich, for instance, creates video ad units that leverage the company's core AdMarvel SDK, a mobile ad server and ad exchange, to help advertisers offer interactive overlays to their mobile video campaigns, including social media integration or full rich-media overlays.
Mediaworks Voice supports voice ad units, with Nuance Communications' Nuance Voice Ads, make use of the AdMarvel SDK to enable advertisers to use pre-recorded scripts to 'talk' to consumers and direct them toward different calls to action, such as 'e-mail me this deal' or 'share on Facebook.'
Mediaworks Studio is a rich-media creative ad builder that allows agencies to build pre-certified video creative and deliver it across ad networks. The creative ad builder will enable agencies and media buyers to measure ad campaign effectiveness through reporting and analytics.
JetBlue is the first national brand in the US 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," said Elizabeth Eelman, manager of advertising at 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."