Most Innovative Creative Use of Context and Interest
CHICAGO & CANNES, France – In the spirit of the Cannes Lions International Festival of Creativity, Kontera announced the Kontera Interest Award, a quarterly award that recognizes advertisers for the most innovative use of context, campaign creative or campaign strategy to identify and meet consumer interests to deliver campaign results. Starcom Mediavest Group and Blackberry are the inaugural winners of the Creative Interest Award, for exceptional creative execution of Blackberry’s context-driven campaigns.
Blackberry and Starcom capitalized on Kontera’s Freedom Unit capabilities to bring the Playbook tablet products to life within highly relevant editorial across the web. The unique and striking creative spotlighted the actual product with no distractions, and proceeded to deliver the product usage experience to viewers. The ad was placed directly within relevant editorial copy, where users were able to opt in and interact with different Playbook applications and videos, in order to educate themselves on the product and its functionality. The unique creative, combined with the sophisticated placement strategy, instantly connected with consumers and provided rich interactivity to generate further interest.
“We’re delighted to award Starcom Mediavest Group and Blackberry the inaugural Kontera Interest Award,” said Hal Muchnick, President of Kontera U.S. “Their strategy of combining a stunning creative execution with superb editorial placement offers a great example for many brands who are looking to maximize context, interest, and results.”
The Kontera Interest Award announcement coincides with the annual Cannes Lions Festival of Creativity, where Kontera is honoring agencies, advertisers, and brands from around the world that have achieved creative excellence and set the bar for the industry.
About Kontera
Kontera delivers context, consumer interest, and results. The company works with top brand advertisers such as Toyota, Microsoft, AT&T, Samsung and L’Oreal to identify context and interest, and to provide unique brand experiences to more than 170 million users each month. Independent comScore studies show that Kontera’s targeted display ads and premier brand experiences deliver 5 times the brand lift of traditional on-line banners.
Kontera’s real-time Synapse Platform uses sophisticated semantic and web trend analysis to predict intent and to instantly react to user’s interests with relevant information and Ads. With Kontera advertisers gain greater targeting precision across the entire web, users find information that is relevant to their interests, and publishers increase interaction with their content. Kontera’s delivery platforms and solutions encompass the PC web, Mobile devices, and now major social platforms.
Kontera delivers its context and interest capabilities to the market through multiple partners. It is the exclusive in-content analysis and engagement platform for more than 15,000 web publishers. Kontera real-time Synapse platform is also being used within major advertising platforms.
To learn more about Kontera, Related Content solutions, Mobile Advertising, Semantic Advertising or Contextual Advertising visit: www.kontera.com follow: facebook.com/Kontera, twitter.com/kontera .
