One recent Opera House campaign involved an interactive game where users can tilt the screen to maneuver a puzzle or maze, and which can then offer more difficult levels for the next viewing. The ability to dynamically serve a sequence of ads, or to optimize around things like the weather, a user’s mobile device (Android vs. iOS) and location, can only come at the media and tech layer, as opposed to the ideation and production stages.
Opera Mediaworks isn’t the only media agency making this push. Around the same time Opera House came out of testing in 2015, GroupM’s Xaxis launched Light Reaction, a mobile performance marketing subsidiary responsible for dynamic creative optimization, aka “programmatic creative.”
“The tech and media world has applied its data science obsession to the ad-serving side of the industry,” said Chandler. “But it’s incumbent on us to now apply that to the creative and artistic side as well.”