We want to know: What are marketers thankful for this year?

Opera Mediaworks_What Marketers Are Thankful For

Friends, family, loved ones: all things we give thanks for every Thanksgiving. As we take time this week to give thanks for the personal blessings in our lives, we remember that as mobile marketers and publishers, we have a lot to be thankful for as well.

We asked some of our clients and partners what they were thankful for this year. Check out what they had to say:

Time. “My team at Horizon Media works incredibly hard, and I’m thankful that our company gives us a leisurely four-day long weekend to celebrate and spend time with our families this Thanksgiving.” – Sarah Bachman, VP of Mobile Strategy at Horizon Media

Innovation. “This Thanksgiving, I have so much to be thankful for.  A larger family, smart clients and football! With DIRECTV now part of the AT&T family, I am so excited about what AT&T AdWorks brings to the table.  It’s invigorating to be at the forefront of industry-changing technology like our addressable advertising with unparalleled national scale.  While this may sound great (and it is!), we must offer clients a bang for their buck.  ROI is king, of course, but clients also expect end-to-end campaign measurement and full reporting transparency.

It’s a marketer’s dream to offer such a unique and compelling product.  (The opposite, of course, would be like putting lipstick on a turkey.)  I’m thankful for the opportunity to work at AT&T AdWorks during this high-growth and innovative time.”

- Maria Mandel Dunsche Vice President – Head of Marketing at AT&T AdWorks

Community. “This year, all of us here at Science Mobile are most thankful for the millions of dedicated users on our apps ‘Wishbone’ and ‘Slingshot.’ We thank them so much for downloading our apps, using them daily, sharing them with their friends and family, and voicing their feedback through reviews and emails. We’re extremely proud of the Wishbone and Slingshot communities we’ve built in 2015 and can’t wait to unveil to them all that’s to come in 2016.”

- Benoit Vatere, GM of Science Mobile

Progress. “As a marketer, I’m thankful for the industry’s progress towards responsibility. Maybe it’s the tryptophan talking, but I feel good whenever I see someone challenge the assumptions of what it means to be responsible, and we’re seeing that more and more. Whether it’s publishers guaranteeing results at the register, brands embracing the science of buyergraphic audiences, or even an entire medium like TV shifting to addressability, the ad industry has made strides in 2015 that many weren’t willing to consider a decade ago.”

- Mitch Turck, Marketing Manager at Nielsen Catalina Solutions

Stories. “I’m thankful for the way mobile has indelibly changed storytelling for all of us. I’m thankful for our brilliant product and engineering teams who create the platform by which a time-treasured oral & print tradition can be revolutionized on the mobile screen.  From my Snapchat stories with my friends and family to the brand stories our advertisers tell to billions of people, mobile has forever changed the way we connect with one another. I’m thankful for the brands, publishers, and people who make it happen. Everyone loves a good story!”

- Nikao Yang, SVP Business Development and Marketing at Opera Mediaworks

We are extremely grateful to our clients and partners for sharing their words of gratitude. Here’s to a happy and healthy Thanksgiving, and a spectacular remainder of the year with you.

What are you #thankful for this Thanksgiving? Tweet us at @Omediaworks to share what you’re grateful for this year.

Will m-commerce under-promise and over-deliver?

This piece originally appeared in MediaPost on November 4, 2015 


Do you remember when mobile advertising was in its infancy and there were all sorts of doubts around it? There was the classic line about the screen being too small, so how could you design great creative for it? And what about those clumsy fingers and accidental clicks messing up metrics? Tech publications warned app developers that ad revenue will never pay their bills.

Now, five years later, these doubts have been cleared up, and the promise of mobile advertising as a whole has completely overdelivered. Why? Because what some forgot was that mobile advertising was never a completely new thing; it was simply an extension of digital, and for that reason, it was bound to grow – and the kinks got worked out along the way. In the same way, mobile commerce is not new. It’s simply an extension of e-commerce, which is a concept that everyone, from investors to consumers, feels far more comfortable with.

There’s no doubt that e-commerce is blowing up. Total e-commerce sales in 2014 were over $300 billion, with nearly a third ($96B) taking place in the fourth quarter of the year. Now consider this: an October report from Forrester just placed total m-commerce transactions to exceed $115B in 2015 and jump to $142B in 2016. And by 2020, smartphones will account for 15% and tablets 33% of e-commerce sales.

The m-commerce opportunity is clear – so much so that some are even calling it out as the space where we will see the next $100B “super-unicorn,” on the same level as Google, Facebook and Amazon.

Right now, however, much of the innovation and financial investment in m-commerce is taking place at the very top of the funnel. Armed with the knowledge that 60% of retail browsing happens on mobile devices but that they only account for 15% of dollars spent (comScore), marketers have been focusing primarily on attracting those browsers, or user acquisition.

How are they doing this? Some take a page out of the online playbook and use contextual ads to help potential customers discover items they want to buy. Where it gets more exciting is when they layer in mobile-only tactics like geo-location and proximity targeting to create the connection to the offline world and drive traffic to the point of sale.

As mobile devices became more sophisticated and third-party location technology vendors sprung out of the woodwork, advertisers realized they could also get hyper-local and experiment with in-store marketing – promoting specific items or sending push notifications to deliver the right offer in the right place at the right time. This is where specific offer formats became essential, and fortunately, groups like the Mobile Marketing Association stepped up and launched a standard for the mobile coupon ad unit.

Now, if we just stopped there, m-commerce would continue to grow. It would certainly meet analyst expectations and play a larger role in retail marketers’ overall strategies. But we are now at a critical point where we have to think beyond brand awareness and customer acquisition and shift our attention to conversions – making it easier for customers to complete their journey to purchase – and retention, or building brand loyalty and post-sales engagement to create deeper lifetime value.

Two things need to happen before m-commerce will be able to reach that potential.

First, there have to be big steps taken in the mobile payments space to enable consumers to complete their purchases swiftly and safely. With significant movements from players like Stripe to create back-end APIs and infrastructure to power small businesses and let their customers buy goods through tweets, social media posts, in-app interfaces, ads or links, we are seeing the removal of some of the barriers that previously stopped customers from buying with their mobile devices.

Amazon and eBay, which account for one-third of all online shopping in the U.S., are investing in better mobile payment systems. Just a few months ago, Google quietly announced a Buy Now button on its paid product listing ads. In September, with the release of iOS9 and the ability to “deep link” within apps, publishers like Bleacher Report began creating more seamless experiences for consumers to buy items like tickets to sporting events. So with players both big and small moving quickly to remove friction from the purchase process, we are bound to see conversion metrics improve for mobile campaigns.

Lastly, m-commerce strategies must begin to focus more on retention. Given that 4 in 10 mobile shoppers (those that are using a device to shop online each month) are in the 16-24 age range, advertisers must attract and delight these mobile shoppers now, to build a strong customer base that will come back to buy over and over again. One of the ways they can start to do that is by integrating loyalty programs into the mobile experience. The average household takes part in nearly 22 loyalty programs each year, so there is a huge opportunity to connect the offline activity that is already taking place to their closest companion – the phone.

The best part? It’s not just about making it easier for the customer, like Starbucks has shown. It’s also about our second-favorite feature: data. Brands will have access to unprecedented first-party data about specific customer preferences, spending and shopping habits, as well as location, to be able to offer the most relevant offer for that single person. That’s the kind of personalization that will make them customers for life.

Opera Mediaworks announces Q3 2015 results: Revenue up 11%, platform reach grows 47%

Today Opera, Opera Mediaworks’ parent company, reported financial results for Q3 2015. Opera Mediaworks, the world’s largest independent mobile ad platform, showed expected growth contributing 64% of Opera’s total revenues of $149.4 million.

Here are some key numbers:

  • Opera Mediaworks reported revenue of $96.2 million – up 11% year over year.
  • Overall, Opera revenue (publicly listed on the Oslo Stock Exchange) was $149.4 million, up from $138.8 million – an increase of 8%. The adjusted EBITDA was $27.5 million, down 19% versus Q3 2014.
  • Opera Mediaworks’ platform reach grew 47% year over year, now touching 1.12 billion users, compared to 770 million at the same time last year.
  • The performance business now accounts for 49% of the business, up from the 47% it represented in Q3 2014.
  • Opera Mediaworks continued to see a revenue shift toward video. Currently, 57% of revenue comes from video advertising.


Opera Mediaworks had expected revenue growth in Q3 2015

Opera Mediaworks had expected revenue growth in Q3 2015

Key agreement with AT&T

This week, Opera Mediaworks also announced an important relationship with AT&T AdWorks, trialing the ability to offer integrated addressable advertising campaigns across TV and mobile devices.

AT&T and Opera Mediaworks will now offer cross-screen addressable advertising

AT&T and Opera Mediaworks will now offer cross-screen addressable advertising

This trial will let advertisers reach the same consumers with the same message across multiple screens and is powered by AT&T AdWorks, the leader in addressable TV advertising, in partnership with Opera Mediaworks. AT&T AdWorks has a reach of 12 million U.S. households and Opera Mediaworks can reach 285 million devices in the U.S.

You can see coverage of this announcement in Ad Age and Ad Week.

Continued shift toward video

Shift toward video continues, contributes 57% of revenue

Shift toward video continues, contributes 57% of revenue

Through the quarter, Opera Mediaworks’ revenues reflected a continued shift toward video advertising, with 57% of overall revenues now coming from video compared to 46% at the same time last year. This trend is expected to continue into Q4 and beyond as video advertising contributes to better operating margins and automation.

The team continued to add some key brands to the company’s customer portfolio in Q3, including names like Stoli, United, Ralph Lauren, and many more.

The performance business continued its growth momentum as well, with 49% share of revenues. With this split, Opera Mediaworks has successfully diversified the business across brand and performance advertising.

International growth

Today, Opera Mediaworks’ breakdown of revenue by region is: 62% from North America, 25% from EMEA, 8% from Asia Pacific (APAC) and 5% from Latin America (LatAm). In the past quarter, Opera Mediaworks has been able to successfully scale the international business that contributes 38% of revenue, showing less reliance on the core North American market.

“With the slow summer season behind us, we are charging full force ahead into Q4 with the upcoming holiday season,” said CEO Mahi de Silva. “We are seeing great momentum and a strong pipeline from our brand and performance customers and expect Q4 to be our best quarter ever.”

More information on Opera’s earnings can be found here.




Opera Mediaworks and AT&T AdWorks: Trialing a New Solution for Reaching Consumers Across Multiple Screens

AT&T+Opera_Full Size_11.9.15.001

“Right user. Right place. Right time.” 

You’ve heard it before. In fact, if you work in this business, you’ve likely seen that phrase on a myriad websites, during panels and presentations at conferences, and you’ve probably even heard it during a sales pitch.

And why not? It’s a good, catchy phrase.

Right user. Right Place. Right Time. It’s the “holy grail” — essentially what every advertiser is looking for. After all, what brand wants to invest in creating beautiful, entertaining and engaging ad experiences, only to deliver them to viewers at the most inopportune time?

Unfortunately, that’s what many advertisers have been stuck dealing with.

Right user, wrong place, wrong time is actually more like it. Because even with all of the growth in programmatic ad technology, reaching people with targeted ads across multiple devices has not been easy to achieve at scale.

We are currently testing Cross-Screen Addressable Advertising with AT&T AdWorks that will give the advertisers in the trial the ability to create, execute and measure a single campaign across TVs, smartphones and tablets. That means serving a holiday shopping ad while the whole family catches up on their favorite TV show – and potentially following it up with a downloadable coupon on mobile a few hours later.

So why AT&T AdWorks, and why now?

It’s simple. AT&T AdWorks is the leader in addressable advertising with the capability to serve household specific ads to over 12 million homes across the U.S. – the largest addressable advertising platform.

As for the timing, the consumer market has finally reached a point where there are enough homes that actually have addressable set-top boxes for these campaigns to be economical. And that number is slated to increase, with one out of every four homes having an addressable TV or streaming media device by the end of this year, according to Parks Associates.

You can find out more about the trial in the press release.

Turkey, Saudi Arabia are mobile ad markets to watch

In May, Mobilike, one of the top mobile ad companies in Turkey, joined the Opera Mediaworks family – so our Q3 State of Mobile Advertising report now includes insights from the three billion impressions they serve to mobile consumers in the Turkish and Middle Eastern markets.


Overall in the Middle East, Android is more common, with 63.4% of impressions being served to devices powered by Google’s operating system. Revenue is comparable, at 59%, which is more than its share (44.4%) on the global level in Q3. Adoption of iOS is lower, with both impressions (28.9%) and revenue (29.8%) staying below 30% share.

Compared to other emerging markets, however, iOS is gaining more traction in the Middle East than anywhere else. In Latin America, Android captures the vast majority of impressions (80.7%) with iOS adoption well below 20%, and in Asia Pacific, it is even lower (<5%).

Within the region, two countries stand out as being the most interesting to study: Turkey and Saudi Arabia. Within these two countries, internet users’ capability to access the mobile web is as good as many of the top countries in the world, with mobile internet penetration in the 70-th percentiles and Opera’s reach nearing 90% of users.

Using that data to take a closer look at mobile behavior, here’s what we found:


The Turkish population is using mobile devices to access news and information. More than 8 in 10 impressions are served in that publisher category. However, since content delivery for News & Information is primarily on mobile websites, that skews the app vs. web data mostly toward web (68%).

In Saudi Arabia, Games are most popular, with 55.9% of impressions served there, followed by Music, Video & Media. Since Games are mostly apps, that also skews the country’s app vs. web breakdown: 88% of impressions are served in an app.

img_5 (1)

So, how do you reach consumers in these two countries? For Turkey, serving ads on News & Information and Entertainment sites and apps would reach a good portion of the population. But for Saudi Arabia, given that the audience is split across 3-4 top publisher categories, you’d be better off diversifying across those instead of just focusing on one area.


iPad revenue pushes iOS back to no. 1 [REPORT]

While Apple has always led for monetization potential, or the ratio between impressions and traffic volume, in early 2015 it slipped behind Android for total revenue generated on our global mobile ad platform. However, this quarter, iOS is back in full effect as it again takes the lead for overall revenue generation, with a 52.1% share compared to Android’s 44.4%.

Looking more closely at the traffic and revenue breakdown by device, it appears that a surge in high-value impressions on the iOS tablet (the iPad) was what pushed iOS back to the top position. In Q3, the iPad captured an 8.3% share of the market – which though it is a jump up from its traffic volume the past few quarters, it is not, by any means, the highest it has been. However, the value of inventory on iPads have steadily increased since this time last year to now reach a peak of 20.3% share. Android, meanwhile, has also been steadily climbing, but monetization potential is not at the level of iOS.

See the chart below for a historical look at the impressions and revenue of iOS and Android tablets:


We find these trends so fascinating because consumer (and analyst) attitudes toward the tablet industry has been so up and down over the past few years – at some points, highly bullish about their adoption and, at others, hesitant, like in these reports from IDC and Gartner earlier this year.

Why are iPads so valuable when it comes to advertising? The Q3 State of Mobile Advertising report found that it is because video formats perform best on tablets, likely due to the high-resolution, full-screen experience. Tablets also tend to be used for entertainment and in the evening hours for “lean back” media consumption, which is when consumers show more propensity to enjoying and interacting with ads.

And, as you can see in the chart below, iOS outpaces Android tablets for monetization. iPads perform significantly better with video advertising than both Android and the general market, so as the volume of video campaigns (and impressions) goes up, so does revenue.

Opera Mediaworks Global State of Mobile Advertising Report_Video Performance By Device TypeVideo performance by device type

For more highlights from the Q3 report, see our press release. To read the full report, which also contains insights into publisher category monetization, go here.

Opera Mediaworks APAC wins 3 MMA Smarties


Last Thursday, the Opera Mediaworks APAC team celebrated 3 wins at the Mobile Marketing Association (MMA) Smarties in Jakarta, Indonesia. With a powerful campaign for Berniaga, Indonesia’s premier online classifieds market place as verified by comScore, the campaign’s goals were to attract millions of new users, magnify brand recognition and boost its brand equity.

We are proud to announce our wins in the following categories:

  • GOLD in Lead Generation/Direct Response/Conversion
  • SILVER for Innovation
  • BRONZE for Promotion

Check out our the campaign here:

Magnifying brand recognition and equity

93% of users use prepaid mobile plans, and data is prohibitively expensive in Indonesia. Through the Opera Web Pass service, sponsored by Berniaga, we were able to offer subscribers 3 FREE HOURS of Internet per day on the Opera Mini Browser, which they accessed by clicking on the “Berniaga Gratis” promotion. It was through the Opera Mediaworks APAC team’s creativity, deep understanding of local market constraints and consumer needs that The Sponsored Web Pass campaign allowed Berniaga to reach out to new consumers as they could easily access mobile Internet and reach outstanding success.

Campaign highlights:

  • 418,000 users reached
  • 485,000 free passes granted
  • Over 20 million impressions delivered
  • 1.1 Million visits to Berniaga.com, including 88% new visitors

In addition to those wins, the team also took home 2 more awards from the MMA Smarties India gala a few weeks back for our work with AskMeBazaar in the following categories:

  • SILVER for Lead Generation/Direct Response/Conversion
  • BRONZE for Product/Services Launch

Disrupting the competitive e-commerce landscape

AskMeBazaar sought to establish themselves as a popular destination on all mobile devices by utilizing the Opera mobile browser. Over 12 audience segments (personas) were identified and served only the most relevant ads with customized product categories by using “Surf DNA”, our proprietary laser-focused technology, attracting the best transacting customers and increased the campaign efficiency in a major way.

More than 1,500 creatives were delivered each week to the targeted audience segments. Over 200 campaigns ran across the 12+ specific audience segments with matching 34 categories of relevant products found on AskMeBazaar.

Check out the case study here:

The MMA Smarties Awards are globally recognized as the only mobile marketing awards that celebrate excellence in mobile marketing and campaigns are judged equally on strategy, creativity, execution and results. We are proud to be recognized as examples of mobile marketing excellence.

Peek into Opera: Get to know Lisa Rowlett

Who are the people that help keep the engine running and gears turning at Opera Mediaworks? Get to know the team with “Peek into Opera”, a blog series focused on learning more about team at Opera Mediaworks.

Those living and working in the Silicon Valley and the greater Bay Area have enjoyed the recent prosperity and surge in employment that many link to technology company growth. For example, San Mateo County, where Opera Mediaworks is headquartered, reported an all-time low unemployment rate of 3.3% in June of this year[1].

In contrast, those in other parts of the country and in many places throughout the world are far less fortunate. Lisa Rowlett, a Platform Support Analyst on Opera’s ad operations team, has recognized this disparity and is doing her part to give back to the community.

A passion for philanthropy

As a fan of philanthropic groups that work towards making the world a healthier, economically stable, and open-minded place to live in, Lisa finds herself inspired by organizations such as Kiva.org and Humans of New York. “With Humans of New York, their stories and pictures show that no matter where you go, we’re all the same – and it’s important to treat each other well, as everyone has their own struggle they’re dealing with,” she shares.

Lisa is no stranger to donating her time and attention towards giving back to the community. For 2 summers she interned with Andeo International, a non-profit connecting students with host families in the Pacific Northwest where she would greet large groups of students arriving to the US and help them find their host families at the airport. She has also volunteered her time with the African Chamber of Commerce to help plan banquets with congressmen and African dignitaries on economic partnerships in the PNW. Despite having a full-time job and dedicating her time to friends, family, and her boyfriend, she still finds time to volunteer at her local church and sponsors a 9-year-old child in Africa that pays for his education, medical needs, and hobbies.

Lisa’s introduction to philanthropy began in her hometown of Happy Valley, a small suburb outside of Portland, Oregon. Her mother was a stalwart for the non-profit group Meals on Wheels, delivering food to the poor and elderly while her father made a career as a property developer, specializing in the use of American made products to boost the local and national economy. The foundation her parents set at an early age contributed to Lisa’s adoption of the phrase, “to whom much is given, much is expected”, a mission that she now lives every day.

Life in the Silicon Valley is fast-paced and we constantly find ourselves asking where time has gone. Time has become a valuable resource that must be spent wisely and unfortunately, we find ourselves not having much left to spend towards  benefiting causes we’d like to support. Lisa’s advice to those that want to give back and support causes they’re passionate about?

“Everyone has a different cause they’re interested in helping to make better – whether it’s a marathon for cancer awareness, volunteering at a homeless shelter, or donating to a charity/non-profit they care about. Everyone can afford to give back a little. It doesn’t take much.”



[1] http://sanfrancisco.cbslocal.com/2015/07/19/san-mateo-unemployment-rate-bay-area/

Is ad tech under siege?


Yesterday marked the last day of the Siemer Summit, an invitation-only event for leaders in digital media and technology. While the majority of attendees are either founders/CEOs or top-level executives from technology and software companies, around 25% of the summit were investors in the space, so it had a different feel from a traditional trade event. There was a significant amount of energy dedicated to emerging consumer trends, such as virtual reality, and more attention paid to larger shifts in revenue streams and business models, like programmatic buying and mobile content delivery.

Our director of platform sales and product marketing, Wouter Vermeulen, participated in one such panel, on native advertising and video going programmatic. He was joined by participants from companies like Engage, Manatt, YP and 20th Century Fox to address questions around user experience, cross-screen reporting and standards of viewability.

At lunch, our CEO Mahi de Silva was up on stage among peers from Purch, Axciom, OpenX, and inMobi to talk about some of the issues in digital advertising today. Moderated by Tim Peterson from Ad Age, they covered everything from ad blocking in iOS9 to the prospect of programmatic buying for television. Here are some of the highlights:

Auctions are not a race to the bottom.

As Tim Cadogan from OpenX pointed out, the most valuable things on earth are sold via auctions. It’s about designing a market in the right way; you have to have the right participants. And just as it’s possible to take out the “bad” players the way that credit card companies identify fraud, private marketplaces can do the same. It might mean turning down short-term revenue, and it’s an investment, but in the long run it’s the way we need to go. Mahi added to that vision by saying that premium publishers aren’t just delivering high quality content, they are delivering the very best ad experiences, such as video that doesn’t buffer. And they, and their advertising partners, are accountable to users and are following a code of conduct that keeps them in the category of “premium,” even if they move into the auction model with varying degrees of control.

The more you know about a mobile consumer, the better you can serve them.

Mahi noted that beyond targeting for ad messaging, it’s our responsibility to serve mobile consumers in other, nuanced ways. For instance, if a user is on a 3G network, you should not serve them a video ad, but a smaller-sized banner ad instead. Or, better yet, optimize the experience by downloading that ad to cache it for a later delivery so that their experience is smooth, not choppy. From our experience mediating over 200 DSPs, we know that latency is a huge issue. Networks are by nature unpredictable, so we are constantly measuring the efficiency of systems to know what speed we can offer to different consumers, at different times. The difference between a tenth of a second and 200-300 milliseconds is more important than you might think.

Our daily journey on mobile does not begin in the search bar.

More and more of our interactions are taking place in-app, which for advertisers is great news, because the in-app ad experience is closer to TV, not wrapped around the content like you see on mobile web and desktop. And what that means is that there is more opportunity for media companies to attract the largest advertisers in the world. Mobile is inherently a more democratic marketplace, with space for smaller players to grow. One trend that all of the panelists observed, however, is that as media and technology companies scale, they often try to build (or buy) their own advertising divisions – but doing that is really hard to do, because it’s like running two companies at the same time.

Video and native is what buyers are leaning toward – sharply.

Tim Peterson asked the panel what they thought was the next big thing for digital advertising, and almost all agreed that native advertising was a clear trend, and that demand for video is only going to increase in 2016. There is something about the power of sight, sound and motion that advertisers recognize, and mobile offers a full-screen experience in the palm of your hand.

However, as Mahi pointed out, the most exciting thing is that at the end of that video, you can have an end-card or call to action that is highly measurable, so unlike TV, you know how many people watched the ad, and you can drive them into an attributable next step. It’s no longer about CPM, it’s about how many interactions you facilitated and how that impacted the bottom line of the business, whether it be through an in-app purchase, app download, an m-commerce transaction, foot traffic to a restaurant or the creation of an appointment for a service provider.

So ultimately, it’s not about innovation on ad units or types, it’s about the result. And that’s what businesses care about. Judging from the number of nodding heads in the audience, it was clear that everyone, from investors to content creators, care about it, too.

How adidas tapped native mobile video for increased brand impact and engagement

Last week, Opera Mediaworks proudly took home the bronze award at the global MMA Smarties for our “adidas Discovers the Power of Mobile-First Storytelling” campaign in the Mobile Native category. This campaign, created by our in-house creative studio, Opera House, was part of our Native Video Fund, which we launched earlier this year. Take a look at the winning campaign below:

Opera Mediaworks’ Native Video Fund

Earlier this year, we launched the Native Video Fund, a program devoted to answering the digital advertising industry’s need for a mobile-first approach to video creative. Supported by an alliance of top global brands and agencies, the Native Video Fund provided financial backing for the production and placement of mobile video campaigns in premium, in-app native video environments powered by Opera Mediaworks’ AdColony Instant-PlayTM HD video technology.

Producing the Award-Winning Campaign

adidas, Johannes, Leonardo, Carat and TBWA\Digital Arts Network, along with our Opera House creative team revolutionized the mobile creative process, designing short-form video based on data-driven best practices. They tapped into native mobile video to drive higher engagement rates using mobile first video ads created specifically for in-feed environments. Combined with Instant-FeedTM HD video technology, adidas’ videos auto-played instantly when the post scrolled into view, expanding to a full screen view upon tapping the video. When in full-screen view, the viewer is brought to an end card that loads and allows for post-video engagement to either learn more or watch the long-form version of the video.

Check out the Opera Mediaworks’ best practices adidas implemented to come up with an award-winning campaign:

By implementing these best practices, the adidas campaign increased the likelihood to recommend the product to family and friends by 22%, 5x higher than the mobile norm.

Using mobile-first creative, adidas walked away with high rates on brand impact and engagement:

  • 9.5MM+ impressions
  • 55%+ increase in video completion
  • 62%+ increase in engagement rate
  • 4.2x greater engagement rates

We are proud to be recognized among one of the best in interactive and innovative marketing by the MMA Smarties and hope to continue educating our clients and advertisers/agencies on how to best utilize mobile advertising in the continuously evolving marketplace.

To learn more about native video ad effectiveness and how brands like adidas, Carl’s Jr., Disney, HISTORY and GM saw 2x increase in purchase intent, download our Native Video Study report here.

For more information on our creative studio, Opera House, contact operahouse@opera.com.