Mobile Ad Giant Starts Fund to Encourage Better Mobile-First Video

Opera Mediaworks Starts Fund to Encourage Better Mobile-First VideoIn a move that illustrates the accelerating interest in mobile-first and mobile-friendly initiatives, Opera Mediaworks has launched a new Short Form Video Fund.

It’s a program addressing the “digital advertising industry’s need for a mobile-first approach to video creative.”

Supported by a consortium of top global brands and agencies, the fund will provide financial backing for the production and placement of mobile video campaigns in premium, in-app native video environments powered by Opera’s trademark AdColony Instant-Play HD video technology.

“Video continues to be one of the biggest growth areas for mobile advertising and poses a huge opportunity for creative resonance, particularly in social and native environments,” said Mark Slade, a managing director, at Opera Mediaworks. “With the fund, brand partners and agencies alike can develop mobile-first campaigns, using video in a much more innovative way to increase the impact of their advertising with very little risk.”

The campaigns will be 15 seconds in length and “creatively designed for impact in an in-feed video environment.” Participating brands have the option to receive up to $10,000 for the creation of short form video ads plus $40,000 in media, or $50,000 in total media.

“Fund participants will work hand-in-hand with the Opera Mediaworks creative team to innovate campaigns according to established best practices for mobile video,” notes the press release on the program. “Upon launch, the campaigns will be tracked, measured, and evaluated for impact and effectiveness, and each campaign will be part of an industry-first research study for short form video on mobile.”

The intent, of course, is to provide best-in-class, engaging and entertaining video for their users to foster a better app experience.

“Viewers consume mobile video very differently compared to other video channels, preferring shorter, less intrusive messaging that is easier to digest than traditional TV formats. That means the rules surrounding broadcast, pre-roll, and online channels don’t always apply, presenting a challenge for those investing in it,” says Robert Cootes, Commercial Director for Video at Opera Mediaworks.