Opera Mediaworks Launches the Native Video Fund -- a Multi-Million Dollar Creative Fund Designed to Facilitate and Inspire Mobile-First Storytelling With Video

SAN MATEO, CA--(Marketwired - Jan 30, 2015) - Opera Mediaworks today announced the launch of the Native Video Fund, a program devoted to answering the digital advertising industry's need for a mobile-first approach to video creative. The Fund, supported by an alliance of top global brands and agencies, provides financial backing for the production and placement of mobile video campaigns in premium, in-app native video environments powered by Opera's AdColony Instant-Play™ HD video technology.

"Despite tremendous growth in mobile video advertising, there still is a huge opportunity for creative resonance -- especially in social and native environments with video. The Fund frees our ad partners to develop mobile-first creative, push the boundaries of what mobile video previously has been and show the world what it should be with very little risk," says Will Kassoy, CMO, Opera Mediaworks.

Participants include but are not limited to:

• Adidas, Johannes Leonardo, Carat, TBWA\Digital Arts Network
• CKE (Carl's Jr.®/Hardee's®), 72andSunny, Initiative
• General Motors/OnStar, Lowe Campbell Ewald, Carat, Picnic New Media
• HISTORY, Horizon Media
• Lenovo, Digitas
• Machine Zone
• The Walt Disney Studios, OMDe
• truth, 72andSunny, Assembly
• U.S. Navy, Lowe Campbell Ewald
• Viacom Entertainment Group/SPIKE TV, Horizon Media
  
  

"Despite the shift in consumer behavior, most brands are not yet producing video creative with the mobile platform in mind," says Adam Shlachter, Chief Investment Officer at Digitas. "Planning for mobile opportunities needs to occur earlier in the process with brands and agencies. Editing broadcast video spots to run on mobile doesn't realize the potential of native video; Opera Mediaworks' Fund enables us to reshape this process, not just for creation of video assets for mobile, but to help drive the necessary education and shift in mindset to properly approach this space."

These campaigns, which will debut in Q1 2015, must be less than 15 seconds in length and creatively designed for impact in a native, in-feed video environment. Opera Mediaworks will provide participating brands the option of receiving up to $50,000 for the creation of native video ads plus $50,000 in media, or $100,000 in total media.