open media / quietly redefining ad space

JOE HOYLE // DIGITAL DESIGN & CREATIVE DIRECTION FOR PRODUCTS, BRANDS & CAMPAIGNS

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Open Media Technologies // Open Media Port

24/11/14

I founded Open Media Technologies with long time friend and collaborator Joshua Rex (now Chief Digital Officer at Mediacom Australia) in late 2008. We coined the phrase “Redefining Ad Space” as a mission statement that underpinned our vision everything we wanted online display advertising to be – more of a content channel than a traffic driver.

We developed a number of products including the Intelligent Media "Unit®, FlexyForm®, and AdBasket® which transformed the online "display creative and the expanded opportunities for advertisers.

Open Media Port was the manifestation of these projects into a "self-service dashboard that allowed agencies and advertisers to "build their own advanced content units. In addition, they could "also ad serve them to publishers, both traditionally and "programmatically, and track them either with our own software or through third party vendors such as ADTECH, Google Dart or Sizmek.

Open Media Port // SaaS dashboard

Copyright © 2014 Joe Hoyle. All rights reserved.

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Drag & Drop Play Ordering


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Vodafone McLaren Mercedes // F1 2008-12

24/11/14

This Is Open redefined the standard of online display advertising by releasing an extremely powerful product more akin to a microsite rather than a standard rich media ad.

The unit was completely dynamic and could be updated manually or automatically on-the-fly depending on what media partner was serving and in which territory. It also featured program scheduling with global time zones to enable a change of behaviour "linked to chronological preferences.

Intelligent Media Unit® & LiveInstance® online display platforms


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Vodafone McLaren Mercedes // Player 2011-12

In 2011-12, Vodafone decided to hand the entire execution of the campaign to This Is Open.

!  Objectives

–  The team desired a more sophisticated look and feel with a more rationalised approach to branding and design of the unit.

–  An international media plan demanded localisation for the UI and also specialist content – on demand

–  GPS track position was a new feature and something that was extremely important for the Vodafone sponsor was keen to showcase as a reference to their consumer and business service offerings

–  More integration with Facebook and Twitter

–  Sharing of individual content files outside the unit to help drive traffic to owned media

Brief

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!  All UI elements including .SWF files, ActionScript and graphic assets were updated dynamically so that existing shared instances we updated on the fly.

Solution

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!  An average interaction rate: 25%.

!  An average interaction time of 34 minutes over practice, qualifying and race sessions.

Results

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Diageo // Johnnie Walker // Walk With Giants

24/11/14

Our unique display advertising platform was used to execute a pan-European campaign to help increase awareness of the famous whisky brand.

The campaign featured several Johnnie Walker brand ambassadors with inspirational stories. Their journey’s to success were told through an inventory video, audio, pictorial and editorial content supplied by BBH. The media was managed by "Carat Global Management.

International, multilingual campaign using LiveInstance® IMU


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!  The content was only produced in the brand ambassador's native language and we needed to find a solution to deliver the content digitally and on-demand

!  The home screen was required to change layout and behaviour relating to a content release schedule and its geo location

!  A live streaming Q&A session was planned from the McLaren Technology Centre in Woking, which had to be filmed and broadcast across IP and delivered with live translation material

!  MS including:

–  Live streamed video

–  Video

–  Audio

–  Photos

–  Social Feeds

–  Sharing

Challenge

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The results were quite possibly the best ever for for ad-served unit in the history of online advertising."


!  An average interaction time: 34 seconds

!  Average video complete rate: 78%

!  !n excess of 100,000 shares to earned media

Results

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KIA // cee’d & cee’d SportsWagon

24/11/14

The Intelligent Media Unit® platform was selected to power the European launch of the Nissan Leaf by OMD France.

The campaign was two-phase approach starting at the Geneva Motor Show, where the European CEO of Nissan unveiled the new Leaf. This was followed up by the release "of some fantastic, exclusive CGI fly-throughs of the interior and features of"new car and further supporting video, photo and social content.

Launch of the cee’d models across several EU territories


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KIA // cee’d & cee’d SportsWagon

!  The content was only produced in the brand ambassador's native language and we needed to find a solution to deliver the content digitally and on-demand

!  The home screen was required to change layout and behaviour relating to a content release schedule and its geo location

!  A live streaming Q&A session was planned from the McLaren Technology Centre in Woking, which had to be filmed and broadcast across IP and delivered with live translation material

!  MS including:

–  Live streamed video

–  Video

–  Audio

–  Photos

–  Social Feeds

–  Sharing

Challenge

24/11/14


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Nissan // European “Leaf” Launch

The results were quite possibly the best ever for for ad-served unit in the history of online advertising."


!  An average interaction time: 34 seconds

!  Average video complete rate: 78%

!  !n excess of 100,000 shares to earned media

Results

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B&Q / Shoppable Video Campaign

24/11/14

This Is Open developed the first device-agnostic shoppable, video ad unit featuring a virtual shopping basket integrated directly with the major e-commerce platforms.

The unit is part of a larger platform which transforms online advertising space into virtual shopping channels featuring virtual shopping baskets which can be "retargeted to users in a useful way.

The unique middleware scrapes product inventory from the "advertisers e-commerce platform including image, price, "sizes, colours and even stock levels and displays it inside "the unit.

The unit was developed in HTML5 and "JavaScript so that it would render in "any browser running on any device.

Adbasket® e-commerce enabled video ad format


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Development of AdBasket® / Video Advertising with Virtual Shopping Basket / Responding to 300x250

!  In 2013, in response to the demand from brands to sell more product from their own digital properties, Miomni Media developed a new video advertising platform that could pull in products from an advertisers sales inventory – directly from the e-commerce platform.

!  The unit needed to be device agnostic so that it could play video and display ecommerce feeds on tablet products such as iPad.

!  The product needed to be flexible so that it could respond to any type of rich media ad space inventory on-the-fly.

Opportunity

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Development of AdBasket® / Video Advertising with Virtual Shopping Basket / Responding to 970x250

!  To produce the POC, we partnered with Oracle to integrate with their ATG application, which is the World’s leading e-commerce software.

!  Built within a JavaScript framework, using responsive design principles, a single creative unit can be delivered to any ad format, on any device, across any screen

!  Product images and their associated meta data are complied into adaptive, video advertising units.

!  During video playback, products appear contextually and are assigned a call to action, such as share, comment, add to favourites or add to basket.

Challenge

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Rolex / Wimbledon 2015 Scoreboards & HD Video Player

24/11/14

Rolex are a particularly discerning client who want only the best companies and technology to work on and feature in their advertising activity. More often than not these partnerships produce media firsts – this is no exception.

During the Spring of 2014 were asked buy Rolex & Mindshare Luxury to join their tech provider roster and provide a POC to demonstrate how we would be "able to deliver live content scores and HD video content inside flexible "online advertising formats a full year ahead of the tournament.

In Paris, we presented our FlexyForm and LiveInstance "technology to a wowed audience.

FlexyForm® responsive ad platform & LiveInstance®


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Phase 1 / OmniFrame® / HD Video Content & Live Timepieces / Responding to 300x250 Inventory

Pre-programmed content schedule one model

HD video showcasing the quality of the craftsmanship

Sharing options to all relevant social networks

!  Purchasing much cheaper, widely available 300x250 inventory will keeps the cost to a minimum

!  The content is pre-programmed inside the CMS

Home page is dynamically changed to display new content HTML5 & JavaScript mini App

Call to action to keep ad displaying in on exchange

Notes:

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Phase 2 / LiveInstance® & FlexyForm® / Live Scores / Responding to 300x250 Inventory

Selected match: Latest score Home screen: Match selector Opt-in retargeting cookie

!  The user is presented with a live update of the selected match.

!  The user can present the unit full screen a any time to reveal extended stats and data.

!  On first mouse-over, the user is presented with call-to-action to decide whether or not they would like to be retargeted with the match on other web sites they visit that fall in the exchange.

!  As soon as the match is over the retargeting cookie is annulled.

!  Throughout the day a selection matches are displayed inside the ad unit.

!  The user can scroll up and down to choose which match they would like a live update on.

!  Other content and functionality are readily available.

!  When the unit is called into 300x250 inventory, only the vital data and stats are displayed

Notes:

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Opt-In Retargeting

Selected match: Live score & match stats


The increased width available at the 970 pixels reveals extra data including:

!  Match selector

–  Live game scores in all sets

–  Live points scores in current game

!  Selected Match

–  First serve %

–  Aces

–  Double Faults

–  Unforced Errors

–  Winners

–  Ratio of Break Point Converted

–  Total Points Won

Notes:

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The increased height available of 600 pixels reveals extra data including:

!  Match selector



!  Selected Match


–  Aces



–  Winners



Home Screen:�Match selector

Selected Match:�Live score & stats

Opt-In Retargeting�Cookie dropped on user action

Notes:

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Phase 2 / LiveInstance® & FlexyForm® / Live Scores / Responding to iPad Full Page Inventory

The increased width available of up to 1028 pixels in landscape orientation reveals extra data including:

!  Match selector



!  Selected Match


–  Aces



–  Winners



Home Screen:�Match selector

Selected Match:�Live score & stats

Opt-In Retargeting:�Cookie dropped on user action

Notes:

24/11/14


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open media / quietly redefining ad space

Mobile

media partner

brands campaigns

online display creative

international media

standard rich media

number of products

vodafone mclaren mercedes

vodafone sponsor