|By Marketwired .||
|August 28, 2014 10:00 AM EDT||
SAN MATEO, CA -- (Marketwired) -- 08/28/14 -- Opera Mediaworks has created a custom Dynamic Sales Event mobile ad unit for Toyota, allowing the automaker to serve real-time offers to in-market consumers based on their exact location.
Toyota's advertising agency of record, Saatchi & Saatchi LA, initially pioneered the idea of developing a highly-localized ad that could leverage the back-end technology of the automaker's website, which provides the most recent annual percentage rate (APR) for each dealership, by region.
Toyota and Saatchi LA turned to the advertising technologists at Opera Mediaworks' Innovation Lab, who found a way to use Toyota's Application Programming Interface (API) to update banner creative and display the relevant APR to users in the dealer's region.
The location targeting utilizes latitude and longitude data, not an IP address, thus it provides a more accurate list of consumers who are physically near the dealership in real-time. Additionally, the banner is only being served to customers, or auto-intenders, who are in the market for a car. The consumers are identified through a blend of anonymous data from Opera's proprietary Audience Management Platform (AMP).
So far, the results have been positive: When comparing these dynamic ads to non-dynamic, there is a significant difference of +101% in intender response.
"What makes this ad unit interesting is the combination of dynamic updating with both geographic location and in-market behavior, or demonstrated purchase intent," notes Scott Swanson, President, Global Advertising Sales, Opera Mediaworks. "Stretch your imagination. What if the dealer could take a picture of a car sitting right there on the lot, populate the ad unit with it, and serve it to a customer that was shopping for that exact model -- and happens to be right across the street? That is where advertisers can and should go with this technology."
The campaign began on August 6 and will continue through Labor Day weekend (September 2), in alignment with Toyota's August sales event.
"Mobile advertising is constantly evolving, and in order to stay one step ahead, we have to strive for innovation every day, especially when it comes to reaching our in-market consumers," says Dionne Colvin-Lovely, Director, Traditional & Digital Media, Toyota Motor Sales, U.S.A, Inc. "It's exciting to see how this new technology is affecting consumer behavior in real-time as they shop for a new vehicle."
"As a fully-integrated agency, we recognize mobile plays a significant role in the busy lives of the consumer. We knew that with the right tools, there was an innovative way to target consumers effectively as they shop for a vehicle," says Clifton Atkinson, Senior Communications Director, Saatchi & Saatchi LA. "With the initial success of the program, we'll continue to test these ground-breaking methodologies during Toyota's sales events to engage our in-market consumers through Opera Mediaworks' competitive mobile offerings."
About Opera Mediaworks
Opera Mediaworks powers the mobile ad economy through technology innovation, transparency and trust, to create vibrant marketplaces for publishers and advertisers across the globe. This enables advertisers to efficiently reach their target audience and publishers to improve their monetization. Opera Mediaworks operates the world's biggest brand-focused mobile ad network, serving 24 of the 25 top global brands. We also deliver the world's leading mobile ad server and monetization tools to 18 of the top 25 media companies worldwide. Our mission is to deliver relevance in the medium where it matters most -- on mobile devices.
Headquartered in Silicon Valley, California, Opera Mediaworks has offices in New York, United Kingdom, Germany, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway. Learn more about Opera Mediaworks at www.operamediaworks.com.
Jul. 27, 2016 06:30 AM EDT Reads: 1,811
Jul. 27, 2016 06:30 AM EDT Reads: 1,454
Jul. 27, 2016 04:45 AM EDT Reads: 2,262
Jul. 27, 2016 04:30 AM EDT Reads: 1,302
Jul. 27, 2016 04:30 AM EDT Reads: 2,494
Jul. 27, 2016 04:00 AM EDT Reads: 1,561
Jul. 27, 2016 03:45 AM EDT Reads: 1,183
Jul. 27, 2016 03:30 AM EDT Reads: 962
Jul. 27, 2016 03:15 AM EDT Reads: 1,765
Jul. 27, 2016 02:45 AM EDT Reads: 1,530
Jul. 27, 2016 02:45 AM EDT Reads: 2,275
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Jul. 27, 2016 02:15 AM EDT Reads: 2,599
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
Jul. 27, 2016 02:15 AM EDT Reads: 1,453
“We're a global managed hosting provider. Our core customer set is a U.S.-based customer that is looking to go global,” explained Adam Rogers, Managing Director at ANEXIA, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 27, 2016 02:00 AM EDT Reads: 1,726
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
Jul. 27, 2016 12:00 AM EDT Reads: 1,943