Opera Mediaworks, the first mobile ad platform built for brands, has launched its global creative studio, Opera House. Opera House is comprised of professionals spanning the world’s top markets across North America, Northern and Southern Europe, Africa, Latin America and Asia. Notable customer participants in the studio include brands such as Carl’s Jr., Adidas, Lenovo, Walt Disney Studios and award-winning creative agencies 72andSunny and TBWA\Chiat\Day.
How It Works
Opera House team members engage with brands and creative and media agency clients to develop powerful stories using a variety of creative and innovative ad units. Examples of ad units pioneered by Opera House teams are native video, short-form video and selfie ads that capitalize on the mobile device’s native features such as the camera, gyroscope, vibration and GPS — unique only to the mobile platform. Once the best creative solution for a campaign is identified, Opera House teams shift their focus to meet the technical complexities of bringing that solution to fruition, testing at increasing scale and finally to campaign launch.
Global mobile ad spend will reach $100 billion in 2016 and will account for more than half of all digital ad expenditure for the first time, according to eMarketer. As the market hits these milestones, advertisers are challenged with how to deliver compelling mobile-first creative with strong stories that can capture a consumer’s attention in a matter of seconds. Mobile advertising technology has finally reached the point where it can power creative executions and experiences that deliver the results that premium brands are seeking.
“Opera Mediaworks is committed to helping brands maximize their creative impact — combining the best of art and technology,” says Will Kassoy, CMO, Opera Mediaworks. “Opera House serves as the perfect conduit to combine highly interactive videos and rich-media ad products in the ecosystem, intertwined with precise data-driven audience targeting and the power of storytelling to deliver breakthrough marketing at scale.”
72andSunny and Carl’s Jr. score big with Opera House
72andSunny and Carl’s Jr.’s 2015 Super Bowl campaign is a prime example of the types of campaigns that Opera House produces with its partners. In the case of Carl’s Jr., 72andSunny collaborated with Opera House to follow its data-driven, creative best practices for mobile short-form videos to produce a 6-second ad designed to showcase the brand’s all natural burgers. Featuring American model Charlotte McKinney, the ad used a unique narrative arc as well as eye-catching creative that optimized audience exposures via Opera Mediaworks’ Instant-Play™ technology. This virtually eliminated load time on video ad playback with HD quality, in a native in-feed environment.
To see the Carl’s Jr. campaign click here.
“We were seeking out partners that would enable our vision and provide us with best-in-class solutions to bringing our content to mobile screens — that’s when we came across Opera House,” says Tom Dunlap, Chief Production Officer, 72andSunny. “This is a new paradigm for us — the size of screen changes, the devices change,” Dunlap adds. “With Carl’s Jr.’s Super Bowl campaign, we knew that our content was going to be viewed on a mobile platform. What we didn’t know how to do was to optimize that content for the best viewing experience. The Opera House team was able to design and construct our content so that it played perfectly for a mobile environment.”