Opera Mediaworks launches £1m Sound & Vision Video Fund for brands
Brands such as Disney to benefit from £1m pot of funding; Brands’ creatives to be part of a joint study with Millward Brown determining mute video consumptionLondon, July 22nd, 2016
The largest independent mobile ad platform, Opera Mediaworks, has today launched a £1m fund for brands to create “sound-off” mobile video ads.
As many as 10 brands, including Disney and Bose which are already signed-up, will benefit from media funding for mobile videos created with little or no sound. The funding launches as recent industry research indicates 85% of video is being watched without sound* and further research indicates that a large proportion of mobile users keep their devices set to silent for the majority of the day. Mobile videos that rely on sound to drive home the brand narrative are therefore unable to fully convey key messages to the consumer.
In partnership with digital research experts Millward Brown, the fund will also be the basis of a study to inform marketers on creative principles for using sound in mobile video. It will examine if additional elements such as initial introduction screens or text captions provide video engagement uplift. Participating brands will receive an in-depth campaign report that highlights subsequent findings and insight into the effectiveness of bespoke “sound-off” video creative.
Mark Slade, Managing Director for EMEA, Opera Mediaworks, said, “By participating in our Sound & Vision fund, brands will not only benefit from funding towards media for their creative, but will receive bespoke in-depth research to help them with future campaigns.
“The findings of our study, combined with our recent Short-Form Video Fund, will offer marketers unique insight into mobile and for many brands, it will demonstrate new ways to maximise audience engagement.”
For selected campaigns, the study will compare two mobile video assets side-by-side. One will run as standard video (non-narrated) and one will be expertly edited within Opera House, Opera Mediaworks’ design studio, or by the brands’ own media agencies, to run with additional visual or text elements. Success will be measured by assessing the differing rates of brand uplift and consumer engagement.
About Opera Mediaworks
Opera Mediaworks is one of the largest mobile advertising and marketing platforms in the world, reaching an audience of 1.4 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with over 20 offices worldwide.
