OPEN media / quietly redefining ad space

JOE HOYLE // DIGITAL DESIGN & CREATIVE DIRECTION FOR PRODUCTS, BRANDS & CAMPAIGNS
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Open Media Technologies // Open Media Port
24/11/14
I founded Open Media Technologies with long time friend and collaborator
Joshua Rex (now Chief Digital Officer at Mediacom Australia) in late 2008.
We coined the phrase “Redefining Ad Space” as a mission statement that
underpinned our vision everything we wanted online display advertising to
be – more of a content channel than a traffic driver.
We developed a number of products including the Intelligent Media "
Unit®, FlexyForm®, and AdBasket® which transformed the online "
display creative and the expanded opportunities for advertisers.
Open Media Port was the manifestation of these projects into a "
self-service dashboard that allowed agencies and advertisers to"
build their own advanced content units. In addition, they could "
also ad serve them to publishers, both traditionally and "
programmatically, and track them either with our own software or through
third party vendors such as ADTECH, Google Dart or Sizmek.
Open Media Port // SaaS dashboard
Copyright © 2014 Joe Hoyle. All rights reserved.
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24/11/14
Drag & Drop Play Ordering
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Vodafone McLaren Mercedes // F1 2008-12
24/11/14
This Is Open redeﬁned the standard of online display advertising by releasing an extremely
powerful product more akin to a microsite rather than a standard rich media ad.
The unit was completely dynamic and could be updated manually or automatically on-the-
ﬂy depending on what media partner was serving and in which territory. It also featured
program scheduling with global time zones to enable a change of behaviour "
linked to chronological preferences.
Intelligent Media Unit® & LiveInstance® online display platforms
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Vodafone McLaren Mercedes // Player 2011-12
In 2011-12, Vodafone decided to hand the entire execution
of the campaign to This Is Open.
!  Objectives
–  The team desired a more sophisticated look and feel
with a more rationalised approach to branding and
design of the unit.
–  An international media plan demanded localisation for
the UI and also specialist content – on demand
–  GPS track position was a new feature and something
that was extremely important for the Vodafone sponsor
was keen to showcase as a reference to their consumer
and business service offerings
–  More integration with Facebook and Twitter
–  Sharing of individual content ﬁles outside the unit to help
drive trafﬁc to owned media
Brief
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!  All UI elements including .SWF ﬁles, ActionScript and
graphic assets were updated dynamically so that
existing shared instances we updated on the ﬂy.
Solution
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!  An average interaction rate: 25%.
!  An average interaction time of 34 minutes over
practice, qualifying and race sessions.
Results
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Diageo // Johnnie Walker // Walk With Giants
24/11/14
Our unique display advertising platform was used to execute a pan-European campaign to
help increase awareness of the famous whisky brand.
The campaign featured several Johnnie Walker brand ambassadors with inspirational
stories. Their journey’s to success were told through an inventory video, audio, pictorial
and editorial content supplied by BBH. The media was managed by "
Carat Global Management.
International, multilingual campaign using LiveInstance® IMU
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!  The content was only produced in the brand ambassador's native language and we
needed to ﬁnd a solution to deliver the content digitally and on-demand
!  The home screen was required to change layout and behaviour relating to a content
release schedule and its geo location
!  A live streaming Q&A session was planned from the McLaren Technology Centre in
Woking, which had to be ﬁlmed and broadcast across IP and delivered with live
translation material
!  MS including:
–  Live streamed video
–  Video
–  Audio
–  Photos
–  Social Feeds
–  Sharing
Challenge
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The results were quite possibly the best ever for for ad-
served unit in the history of online advertising."

!  An average interaction time: 34 seconds
!  Average video complete rate: 78%
!  !n excess of 100,000 shares to earned media
Results
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KIA // cee’d & cee’d SportsWagon
24/11/14
The Intelligent Media Unit® platform was selected to power the European launch of the
Nissan Leaf by OMD France.
The campaign was two-phase approach starting at the Geneva Motor Show, where the
European CEO of Nissan unveiled the new Leaf. This was followed up by the release"
of some fantastic, exclusive CGI ﬂy-throughs of the interior and features of"
new car and further supporting video, photo and social content.
Launch of the cee’d models across several EU territories
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KIA // cee’d & cee’d SportsWagon
!  The content was only produced in the brand ambassador's native language and we
needed to ﬁnd a solution to deliver the content digitally and on-demand
!  The home screen was required to change layout and behaviour relating to a content
release schedule and its geo location
!  A live streaming Q&A session was planned from the McLaren Technology Centre in
Woking, which had to be ﬁlmed and broadcast across IP and delivered with live
translation material
!  MS including:
–  Live streamed video
–  Video
–  Audio
–  Photos
–  Social Feeds
–  Sharing
Challenge
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Nissan // European “Leaf” Launch
The results were quite possibly the best ever for for ad-
served unit in the history of online advertising."

!  An average interaction time: 34 seconds
!  Average video complete rate: 78%
!  !n excess of 100,000 shares to earned media
Results
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B&Q / Shoppable Video Campaign
24/11/14
This Is Open developed the ﬁrst device-agnostic shoppable, video ad unit featuring a
virtual shopping basket integrated directly with the major e-commerce platforms.
The unit is part of a larger platform which transforms online advertising space into
virtual shopping channels featuring virtual shopping baskets which can be "
retargeted to users in a useful way.
The unique middleware scrapes product inventory from the "
advertisers e-commerce platform including image, price, "
sizes, colours and even stock levels and displays it inside"
the unit.
The unit was developed in HTML5 and "
JavaScript so that it would render in "
any browser running on any device.
Adbasket® e-commerce enabled video ad format
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Development of AdBasket® / Video Advertising with Virtual Shopping Basket / Responding to 300x250
!  In 2013, in response to the demand from brands to
sell more product from their own digital properties,
Miomni Media developed a new video advertising
platform that could pull in products from an
advertisers sales inventory – directly from the e-
commerce platform.
!  The unit needed to be device agnostic so that it could
play video and display ecommerce feeds on tablet
products such as iPad.
!  The product needed to be ﬂexible so that it could
respond to any type of rich media ad space inventory
on-the-ﬂy.
Opportunity
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Development of AdBasket® / Video Advertising with Virtual Shopping Basket / Responding to 970x250
!  To produce the POC, we partnered with Oracle to integrate with
their ATG application, which is the World’s leading e-commerce
software.
!  Built within a JavaScript framework, using responsive design
principles, a single creative unit can be delivered to any ad
format, on any device, across any screen
!  Product images and their associated meta data are complied into
adaptive, video advertising units.
!  During video playback, products appear contextually and are
assigned a call to action, such as share, comment, add to
favourites or add to basket.
Challenge
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Rolex / Wimbledon 2015 Scoreboards & HD Video Player
24/11/14
Rolex are a particularly discerning client who want only the best companies and
technology to work on and feature in their advertising activity. More often than not
these partnerships produce media ﬁrsts – this is no exception.
During the Spring of 2014 were asked buy Rolex & Mindshare Luxury to join their
tech provider roster and provide a POC to demonstrate how we would be "
able to deliver live content scores and HD video content inside ﬂexible "
online advertising formats a full year ahead of the tournament.
In Paris, we presented our FlexyForm and LiveInstance"
technology to a wowed audience.
FlexyForm® responsive ad platform & LiveInstance®
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Phase 1 / OmniFrame® / HD Video Content & Live Timepieces / Responding to 300x250 Inventory
Pre-programmed content
schedule one model
HD video showcasing the quality
of the craftsmanship
Sharing options to all relevant
social networks
!  Purchasing much cheaper, widely available 300x250
inventory will keeps the cost to a minimum
!  The content is pre-programmed inside the CMS
Home page is dynamically
changed to display new content
HTML5 & JavaScript mini App
Call to action to keep ad
displaying in on exchange
Notes:

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Phase 2 / LiveInstance® & FlexyForm® / Live Scores / Responding to 300x250 Inventory
Selected match: Latest score Home screen: Match selector Opt-in retargeting cookie
!  The user is presented with a live
update of the selected match.
!  The user can present the unit full
screen a any time to reveal
extended stats and data.
!  On ﬁrst mouse-over, the user is
presented with call-to-action to
decide whether or not they would
like to be retargeted with the
match on other web sites they
visit that fall in the exchange.
!  As soon as the match is over the
retargeting cookie is annulled.
!  Throughout the day a selection
matches are displayed inside the
ad unit.
!  The user can scroll up and down
to choose which match they
would like a live update on.
!  Other content and functionality are
readily available.

!  When the unit is called into 300x250 inventory, only
the vital data and stats are displayed
Notes:
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Opt-In Retargeting
Selected match: Live score & match stats
The increased width available at the 970 pixels reveals extra data
including:
!  Match selector
–  Live game scores in all sets
–  Live points scores in current game
!  Selected Match
–  First serve %
–  Aces
–  Double Faults
–  Unforced Errors
–  Winners
–  Ratio of Break Point Converted
–  Total Points Won
Notes:
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The increased height available of 600 pixels reveals extra
data including:
!  Match selector
!  Selected Match
–  Aces
–  Winners
Home Screen:
Match selector
Selected Match:
Live score & stats
Opt-In Retargeting
Cookie dropped on user action
Notes:
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Phase 2 / LiveInstance® & FlexyForm® / Live Scores / Responding to iPad Full Page Inventory
The increased width available of up to 1028 pixels in
landscape orientation reveals extra data including:
!  Match selector
!  Selected Match
–  Aces
–  Winners
Home Screen:
Match selector
Selected Match:
Live score & stats
Opt-In Retargeting:
Cookie dropped on user action
Notes:
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OPEN media / quietly redefining ad space

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