Omega Mobile: Mobile Experience Design Blog
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Over the past year we’ve worked with mobile advertising partners creating various mobile rich media ad products and HTML5 mobile ad experiences. We want to share some of the latest HTML 5 and microsite concepts we created around the 2012 Olympic Games.

2012 Olympics Mobile Advertising and HTML5 Concepts

Our concepts fell into two groups: for official and non-official sponsors. Since only official sponsors are allowed to associate themselves directly with the Olympic games, we came up with “live-data” concepts for official sponsors. We wanted to tie into the excitement and immediacy of the games. The ideas became ads as news. The concepts tie into close to real-time sports data providers so the ad viewer could get the latest Olympic information. A couple of ideas include:

  • Medal Count – Allows consumers to see up-to-the minute medal count results.
  • Daily Previews & Recaps – Consumers received the latest Olympic news and previews of coverage and events occurring later in the day.

We also needed to broaden the concepts to non-official sponsors to broaden the business opportunity for our partners. Concepts we designed for sponsors (official or not) include:

  • HTML5 Mobile Casual Games – We focused on a basketball mini-game. Remember the game you played as a kid where you had one minute to take as many shots as possible? That’s essentially recreated using HTML5. Many don’t know that interactive games with Flash-like experiences can be developed with HTML5 and be deployed today. The most exciting thing about HTML5 mobile games is that they can be distributed across mobile web. This means larger reach and a larger audience.
  • London Games Quiz – Another concept we developed is an HTML5 mobile quiz game based on Olympic trivia. Users have a time limit and the faster they respond, the higher the score gets. Users are allowed to then share and post results, as well as inviting other friends to play.
  • Sport Timeline – In this concept we created an interactive HTML5 mobile experience where the user interacts with a timeline. As they move their finger across the screen dates, copy, and photos update as the consumer sees information about the innovation for a particular sport. This allows a sponsor or advertiser to associate themselves with any type of sport.
  • Polling & Voting – We wanted to use polling concept that could be run throughout the day around various sporting events. Voting on who you think will win an event ties into the most common discussions people have on a daily basis. Plus you get bragging rights if you guess correctly. Polls were also targeted for specific audiences so not everyone views the same sport. Content and eesults are animated via HTML5. Advertisers can choose any type of sport to focus the polling or voting around.

The experiences we’ve been working on often get served via an expandable banner ad or a mobile microsite. HTML5 for mobile is especially exciting in that it’s enabling wide-scale interactivity and experience over mobile web. You’ll start seeing more and more rich experiences outside of apps.

Sponsors or advertisers can create custom experiences and UI components and are not relegated to standard web UI controls. HTML5 makes mobile advertising more enjoyable and encourages users to linger on microsites longer. An article in Digiday predicts major mobile interaction around the Games this summer, which gives advertisers a great chance at marketing products through dynamic microsites.

Over the next few weeks we’ll be sharing more about our Olympic as well as other concepts. Stay tuned.

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