Mobile ad platform Opera Mediaworks has launched Opera House, a creative studio, to help brands and agencies create compelling mobile video ads based on best practices and data. Opera House includes 60+ professionals around the world who will work with brands and agencies to help optimize mobile video campaigns for mobile’s unique features such as the camera, gyroscope, vibration and GPS.
Beyond creative and technical development assistance, Opera will also test the campaigns at increasing scale and across multiple devices to ensure successful launch. Specific ad unit executions could include native video, short-form video and selfie ads.
Opera cited 72andSunny and Carl’s Jr.’s 2015 Super Bowl campaign’s mobile video ad executions as an example of how Opera House will work with brands and agencies. In this case, Opera worked with both companies to produce and distribute 6-second mobile-first video ads featuring model Charlotte McKinney.
With mobile video already accounting for 42% of all online video views, and predicted to surpass 50% this year, according to Ooyala, it’s essential that brands and agencies figure out how to optimize for mobile devices. eMarketer recently forecast over $2.6 billion in mobile video ad sending in 2015, increasing to $6.9 billion in 2019.
But between mobile’s smaller screen sizes vs. desktop, lack of cookies, multiple social/mobile platforms and more, executing mobile video campaigns well is complicated. These were key topics during the mobile video session at the recent Video Ad Summit.
Opera House is jumping in to help address these challenges, and no doubt others will follow as well.