Opera and NCS Partner for HD Mobile Video Ad Offering

Opera MediaworksOpera new logo Jan 2016 has announced a collaboration with Nielsen Catalina Solutions (NCS) that will allow CPG advertisers to deliver high-definition mobile video ads that load instantly, based on offline purchase behaviour, and then measure the impact of those ads on in-store sales.

Mars Chocolate and TruMoo, in addition to Horizon Media agency, are among the first to take advantage of the offering.

The alliance will enable mobile advertisers to leverage the largest single-source data set for CPG advertisers, with loyalty-card data from over 90m US households sourced from over 18,000 major grocery and drugstore retailers nationwide. NCS data will fuel advanced purchase-based media activation and offline sales measurement across Opera Mediaworks mobile advertising platform, reaching 285m US mobile devices.

The companies note that this will be the first time that the NCS data has been coupled with zero buffering, HD, Instant-Play video, plus standard and rich media display. Advertisers running campaigns on Opera Mediaworks mobile ad platform will be able to view the impact that their campaigns are having on offline sales, directly connecting ad exposure to in-store purchase volume.

“For a company like Mars Chocolate with such a massive portfolio of brands in the CPG category, this represents a huge opportunity to apply first-hand consumer intelligence to campaigns across a number of products,” said Amanda Zaky, digital media lead for Mars Chocolate. “Being able to see the nuances of purchase behaviour helps us understand the small shifts we can make to target and capture new customers.”

Opera Mediaworks and NCS do not collect any personally identifiable information. The companies have integrated with data-matching service LiveRamp, which acts as a data escrow agent to scrub all personal info and anonymise the data points to protect the privacy of consumers and advertisers.