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Opera Mediaworks Pumps £1m into Silent Mobile Video

Tim Maytom

facebook 360 videoMobile ad platform Opera Mediaworks has launched a £1m fund for brands to create audioless mobile video ads, aimed a reaching the large proportion of mobile users who keep their devices set to silent for the majority of the day.

Recent research has indicated that up to 85 per cent of mobile video is being watched without sound, and mobile videos that rely on sound to drive home brand narratives are at risk of being unable to convey their full message.

Up to 10 brands including Disney and Bose will be able to sign up to benefit from Opera Mediaworks' fund, which will serve to support mobile videos created with little or no sound. The money will also fund a study that informs marketers on creative principles for using sound in mobile video, and how additional elements such as introduction screens or text captions provide uplift.

"By participating in our Sound & Vision fund, brands will not only benefit from funding towards media for their creative, but will receive bespoke in-depth research to help them with future campaigns," said Mark Slade, managing director for EMEA at Opera Mediaworks.

"The findings of our study, combined with our recent Short-form Video Fund, will offer marketers unique insight into mobile and for many brands, it will demonstrate new ways to maximise audience engagement."

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.