Mi9 launches polymorphic ad campaign with Nissan

Mi9 launches polymorphic ad campaign with Nissan
SHARE
THIS



With responsive design websites now automatically adjusting how their content is displayed across devices, Mi9 has partnered with Nissan so that advertisers can now follow suit.

Polymorphic advertising streamlines the creative process for advertisers by allowing a single, rich advertising format for multiple content and services on PC, tablet, Xbox and mobile across the Mi9 network.

Traditionally, advertisers looking to run campaigns across multiple screens have had to develop separate ad formats for each device, and as a result, reaching consumers across all touch points has been an expensive and time consuming process – until now.

Polymorphic ads were developed in response to changing consumer behaviour, with recent Mi9 research showing that 75% of people use multiple devices. Mi9’s new ad format enables advertising across a range of platforms, which is expected to be an increasingly profitable growth area for brands.

“Multi-screening has become the norm so Mi9’s polymorphic ads address a critical need in the marketplace. For the first time brands have the opportunity to leverage new media formats across devices more easily – without it costing the earth,” said Emma-Jayne Owens, national sales director at Mi9.

“The average time to develop rich media from asset delivery to working preview is eight days, and with our new polymorphic technology this now typically takes just two days, allowing advertisers to get their message out to market more quickly, while providing a richer experience across multiple touch points. Not only does this allow for a seamless cross device advertising experience, it also crosses our whole breadth of services, such as ninemsn, Skype, outlook.com, Xbox, Windows 8 apps and many more,” she said.

To develop a polymorphic campaign, brands simply select a desired ad experience from a menu of options and provide Mi9 with their pre-approved assets such as images, video, URL or text. Mi9 then transforms the assets into media ads optimised for each screen.

Nissan is the first advertising partner to pilot polymorphic ads with Mi9 to drive awareness of its new sports utility vehicle, the Nissan Juke, among 25 – 39 year olds. Since the target audience are savvy technology users who zone out from advertising that doesn’t captivate them, the creative is designed to communicate the edgy style of the Nissan Juke, whilst getting cut-through with a mass audience across a variety of screens.

Commenting on the partnership with Mi9, Peter Clissold, executive general manager, marketing, Nissan says, “Nissan is pleased to be a part of an industry first such as this, as it delivers on our promise of 'Innovation That Excites’. The polymorphic ad units presented across the Microsoft network through Mi9 are an efficient and effective way to reach the Nissan JUKE audience on multiple devices. The targeted audience for Nissan JUKE are individuals that are difficult to communicate with on any one platform. Therefore the polymorphic ad units take our content to the user, delivering it across multiple devices and channels.”

Commenting on the partnership with Mi9, Simon Kallgren, Carat’s digital director for Nissan said, “My client and I are really excited about polymorphic ads being rolled out in Australia with Mi9 – we see this as the future of multiscreen media planning. Although all touch points are important, we rarely have the production budget or resources to create assets for each platform. I foresee most major networks rolling this out in the near future and it is great to be a launch partner in this innovative space.”

Please login with linkedin to comment

Latest News

Surf Life Saving QLD & Romeo Digital Launch World-First Beach Safety Tech ‘Life-Fi’
  • Campaigns
  • Technology

Surf Life Saving QLD & Romeo Digital Launch World-First Beach Safety Tech ‘Life-Fi’

Digital innovation Life-Fi is set to save lives this summer by breaking down the communication barriers between surf lifesavers and international tourists. The new technology provides access to unlimited free wi-fi between the flags and enables beachgoers of different nationalities to receive live surf patrol instructions in their own language, without requiring app download. Romeo […]

What Every Business Needs To Know About Influencer Marketing
  • Opinion
  • Technology

What Every Business Needs To Know About Influencer Marketing

In this guest post, Charles Tidswell, JAPAC vice president at Socialbakers, takes a look at influencer marketing and offers his panic-free tips on improving yours… In recent times, the reputation of influencer marketing has taken a few hits and its credibility has quickly diminished. With a few high profile and costly mistakes, including the Federal Health […]

Opinion

by B&T Magazine

B&T Magazine
Zenith: 65% Of Digital Media To Be Programmatic In 2019
  • Technology

Zenith: 65% Of Digital Media To Be Programmatic In 2019

Sixty-five per cent of all money spent on advertising in digital media in 2019 will be traded programmatically, according to Zenith’s Programmatic Marketing Forecasts, published today. Advertisers will spend US$84bn programmatically next year, up from US$70bn this year, which represents 62 per cent of digital media expenditure. We predict that in 2020 advertisers will spend […]

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018
  • Advertising
  • Media

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018

Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media. Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. […]

Former APN Outdoor Sales Boss Launches OOH Consultancy
  • Advertising
  • Media

Former APN Outdoor Sales Boss Launches OOH Consultancy

An ex-sales director from APN Outdoor is trying his hand at consulting to advertisers looking to spend some coin in the out-of-home market. After 13 years at APN leading its national direct sales and then its NSW agency sales teams, Tim Rose resigned from the business in shortly before it had agreed to be sold […]

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]