The Add-to-DVR technology is designed to give TV network advertisers new call-to-action capabilities as part of their mobile campaigns, allowing viewers to click to set a recording.
“The technology brings to life the idea of the ‘connected home’ for entertainment advertisers,” according to Opera, and is adapted from Viggle’s Reminder technology.
“The Add-to-DVR ad unit enables networks to promote and drive consumers to view their programming easily, right from the ad itself. With a simple click on a banner advertisement, a user can engage Add-to-DVR to effectively initiate a ‘record’ button right then and there,” said Scott Swanson, president of global advertising sales at Opera Mediaworks.
The firm is currently running a US pilot campaign using the technology that allows advertisers to target potential viewers based on demographic, contextual content or social-media activity.
A fully-owned subsidiary of Opera Software, Opera Mediaworks is a mobile ad platform for brands, is headquartered in California and has offices worldwide.
Viggle is an entertainment marketing and rewards platform. Its app rewards its members for watching TV shows and discovering new music.