Title	OPERA MEDIAWORKS SHORT FORM VIDEO FUND WITH AMPLIFI AND STELLA ARTOIS
Brand	STELLA ARTOIS
Product/Service	MOBILE ADVERTISING
Category	A04. Data/Insight for Mobile
Entrant Company	OPERA MEDIAWORKS London, UNITED KINGDOM
Advertising Agency	OPERA MEDIAWORKS London, UNITED KINGDOM
Media Agency	VIZEUM London, UNITED KINGDOM

Creative Execution

Both the six second and 15 second versions of The Stella Artois creative ran two weeks before Wimbledon and also during the event itself. The major sporting event was seen as providing the perfect combination of scale and prestige, while chiming with Stella Artois’ target audience of men aged 18-40. Using Opera Mediaworks’ App Detect technology, potential audiences were profiled via the apps installed on their devices and only users with relevant apps installed were served the video. Relevant apps were deemed to include: The Championships, Wimbledon, BBC Sport, Esquire and The Daily Telegraph.

Throughout the campaign’s lifespan its efficiency was consistently measured. The final results demonstrated that the shorter form video content outperformed the longer form video content in terms of driving engagement: • Engagement rates, were 60% higher with the six second version of the video • Clicks on the 'Learn More' button were also 55% higher with the shorter form video • Engagement rates from interstitial placements for the six second video were 90% higher than with pre-roll environments The campaign therefore demonstrated that engagement and dwell times were higher for shorter form video across mobile, showcasing that the six second version was more effective in engaging audiences than the 15 second version.

With the Short Form Video Fund Opera Mediaworks set out to address the advertising industry’s need for a mobile-first approach to video creative. Working with brands, including Stella Artois, Opera Mediaworks compared the effectiveness of, sub 15 second short form video created specifically for mobile versus digital first longer form versions of the same creative, typically 15-30 seconds in duration. Both versions of the video ran alongside each other so the results could be compared. Aspects such as engagement and dwell times were compared to ascertain what version of the creative were most engaging for viewers on mobile.