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
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]