Mobile ad platform Opera Mediaworks and creative display ad platform Celtra have partnered to introduce two new ad units, the Selfie and the Gyro.

The Selfie enables advertisers to integrate high-quality photos taken by consumers into their ad campaigns, while the Gyro provides brands with a method of showcasing their products in 3D panoramic mode.

The Selfie has been launched as part of a campaign by airline Lufthansa, called Nonstop You, which focuses on the personal experience and journey of each customer.

“Our campaign tells the story of a couple travelling together and capturing a special moment via a selfie,” said Florian Gmeiner, head of marketing for the Americas at Lufthansa. “Our long-time media agency, Mindshare, presented us with this new and innovative technology premiered by Opera Mediaworks and Celtra which is a perfect fit for this campaign.

“It enables viewers to literally picture themselves at various travel destinations using their smartphone and gives them the chance to capture and share this preview with their social networks, hence extending our campaign into their personal dream vacation. The ad aspires to also become an inspiration.”

The Gyro ad unit enables advertisers to showcase a product with a 3D panaromic feeling, immersing consumers in the interior of a car, a hotel room or the seating of a theatre, for example. It can be deployed as a banner, expandable or full-screen, and uses the built-in gyroscope and accelerometer on the mobile device to detect and simulate the movement through the ad.

“As brands are increasingly looking to engage their audiences with highly personalised and meaningful ad experiences, we continue to partner with Opera to bring to market innovative ad features that excite users and allow brands to effectively communicate their promise,” said Matevz Klanjsek, CPO and co-founder of Celtra.