First Silverlight Ad Campaign - Mass Effect 2


posted 2/16/2010 by Tina Amini
other articles by Tina Amini
One Page Platforms: 360 PC
What do you expect the HD qualities will offer for the medium of advertising?
The new serving capability enables advertisers and their agencies to take full advantage of Microsoft’s Silverlight technology, Smooth Streaming and Deep Zoom.

Creatives and advertisers can now utilize functionality that enables users to zoom in to see the smallest level of detail in high definition (HD) images. It will also allow users watch HD video clips without the time lag of buffering and without excessive load times.

What would be the more optimal products for this type of advertisement, and how does gaming fit in?

Any media rich product such as games, movies or television would be a perfect match for this new platform, as would any product which traditionally creates a lot of media assets, such as a car launch or sports event.

What led to the decision to open this up to EA as the first brand to use the technology?

EA’s media agency, Mediacom, proposed Mass Effect 2 to us because it has a compelling game scenario, which they thought would be the most suitable for the technology’s debut.

Did the fact that Mass Effect 2 is a Microsoft exclusive have any impact on the choice of development technologies?

No. The initiative came from Mediacom.

Why the decision to use Silverlight over Flash given Flash's larger installed base?

The ability to serve Deep Zoom-able content, Smooth Streaming technology for an instant video experience on even the slowest connections, much crisper graphic rendering and animation. Our aim was to develop the first fully interactive and expandable Silverlight banner and the technology to serve it. This is not the only display advertisement in the campaign.

What kind of failover do you have if the users don't have the Silverlight plug-in installed?
The ad serving will detect for the presence of the required Silverlight plug-in and fail over to one of two GIF ads – one version for a user whose browser supports Silverlight where they don’t have the plug-in or the required version, and another version for those users whose browser can’t support the plug-in.

Will this new development affect ads on the Xbox 360 dashboard?
The immediate focus of this project is to build a fully interactive Silverlight banner and the ad serving technology for it to be delivered.

Where else do you plan to extend the ads beyond MSN homepage? Will we see this new ad technique on video game news sites and blogs?

The immediate opportunities are for Ad Dynamo, the ad serving company we worked with, and Mediacom to promote the capability to their clients, publishers and advertisers.

Metia and Microsoft Advertising will also be showing it to our respective clients.

Well, what do you think? Are you more likely to be interested in, or click these advertisements?

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