Opera Mediaworks has developed a new mobile ad technology in partnership with the entertainment marketing and rewards platform Viggle to tap the growing "Connected Home" market. The solution enables TV network advertisers to offer a brand-new call to action, the Add-to-DVR, as part of their mobile campaigns.
Opera Mediaworks' new mobile ad technology which is adapted from Viggle's Reminder technology communicates with a user's DVR in real time to set up a recording. The technology brings to life the idea of the "connected home" for entertainment advertisers.
According to Opera Mediaworks, a pilot campaign has already been developed for a live broadcast event on a major TV network. With this campaign, advertisers can target potential viewers based on demographic, contextual content or social-media activity. Those who fit the campaign's criteria are served a mobile ad in the form of a full-page, interstitial-video rich-media unit, which ends with the Add-to-DVR call to action, added Opera.
Scott Swanson, President of Global Advertising Sales at Opera Mediaworks
When DVRs were first introduced, they were seen as a threat to TV advertisers, because they allowed users to skip ads. As with so many new technologies, however, the story isn't over on the role DVR's can play in advertising, and we see this as a tremendous opportunity. The Add-to-DVR ad unit enables networks to promote and drive consumers to view their programming easily, right from the ad itself. With a simple click on a banner advertisement, a user can engage Add-to-DVR to effectively initiate a 'record' button right then and there.
Viggle President and COO, Greg Consiglio
We're excited to have worked with Opera Mediaworks to develop this powerful functionality that will help TV networks and brands reach and engage with their core audiences. We expect to see the Add-to-DVR option drive tune-in among consumers, as they are reminded about their favorite shows through websites, banner and mobile ads. As an added benefit, viewers who check into any TV programs with the Viggle app will earn points that can be redeemed for free music at ViggleStore.com or other rewards on the app.
