Opera Mediaworks, operators of the world's biggest brand-focused mobile ad network with a portfolio that covers 24 of the 25 top global brands announced the creation of Dynamic Sales Event mobile ad unit for Toyota. The solution enables Toyota to serve real-time offers to in-market consumers based on their exact location.
According to Opera Mediaworks, it worked with Toyota and its advertising agency, Saatchi & Saatchi via its Opera Mediaworks' Innovation Lab to develop a method that enables the most relevant ads to be served to customers who are in the market for a car by leveraging Toyota's Application Programming Interface (API). Opera Mediaworks said that the method uses location targeting based on the latitude and longitude data, instead of an IP address, thus reaching out to customers are are physically near the dealership in real-time, said Opera Mediaworks. These customers, it said, are identified via anonymous data from Opera's proprietary Audience Management Platform (AMP).
Opera Mediaworks said that the use of the dynamic ads have delivered significant difference of +101% in intender response. The campaign which started on August 6 will continue until September 2, in alignment with Toyota's August sales event.
"What makes this ad unit interesting is the combination of dynamic updating with both geographic location and in-market behavior, or demonstrated purchase intent. Stretch your imagination. What if the dealer could take a picture of a car sitting right there on the lot, populate the ad unit with it, and serve it to a customer that was shopping for that exact model -- and happens to be right across the street? That is where advertisers can and should go with this technology."
- Scott Swanson, President, Global Advertising Sales, Opera Mediaworks
"Mobile advertising is constantly evolving, and in order to stay one step ahead, we have to strive for innovation every day, especially when it comes to reaching our in-market consumers. It's exciting to see how this new technology is affecting consumer behavior in real-time as they shop for a new vehicle."
- Dionne Colvin-Lovely, Director, Traditional & Digital Media, Toyota Motor Sales, U.S.A
"As a fully-integrated agency, we recognize mobile plays a significant role in the busy lives of the consumer. We knew that with the right tools, there was an innovative way to target consumers effectively as they shop for a vehicle. With the initial success of the program, we'll continue to test these ground-breaking methodologies during Toyota's sales events to engage our in-market consumers through Opera Mediaworks' competitive mobile offerings."
- Cifton Atkinson, Senior Communications Director, Saatchi & Saatchi