São Paulo, 29th July 2014 – The biggest Brazilian mobile operator Telefónica Vivo, in partnership with OvermediaCast, a startup accelerated by Wayra Brazil, announces the launch of a new way to broadcast messages for targeted audiences using interactive videos, called Video Messaging.
The first action is being conducted in a crowdfunding project. Through the Vivo Online Solidarity Account, a Telefónica Vivo postpaid or Control mobile service customer opts out of receiving paper bills, contributes to the environment, and may also indicate a social action partner to the project.
The new media put interactive videos in the palm of consumers hand, where users can watch explanatory videos, check out additional information about the social projects, and also sign up to support the cause without leaving the video. The Social institution partnered with the project will receive the amount of money that would be spent on the printing and mailing of the invoice on a monthly basis, until the goal of the project is reached. Check out the interactive videos here: AAST, IAPI and Lar Jesus entre as Crianças.
Fernando Moulin, Telefonica Vivo’s e-Business director, highlights the dynamism of the solution:
“The Video Messaging is an innovative solution that we decided to use in our project ‘The Online Solidarity Account project’, because it not only promotes the program, but also facilitates customer adoption to social projects. With few clicks from your smartphone, the client watches the video and participates in the project”.
“Consumer behavior has changed, and advertisers need to be where people are, in mobile devices. We go beyond TV, putting interactive videos in the palm of consumers hands, wherever they are”,
says Daniel Uchôa, founder and CEO of OvermediaCast. He explains that in addition to reach a large scale opted-in consumer base, Video Messaging innovates by overcoming one of the major objections to mobile ads:
“when we use sight, sound and movement to tell a brand’s story, we solve the limitations of screen size with a creative that works across the fragmented mobile interactive landscape. So advertisers can create native content, or simply porting a TV or desktop spot to mobile.”
The OvermediaCast solution also includes an audience management platform, which tracks behavior and profiling of each individual viewer in real time.
“We measure all the interactions of each consumer second by second, to drive brand impact and boost audience engagement, also monitoring the video performance. OvermediaCast uses reach, frequency and engagement information at viewer-level in order to ensure significant in-target coverage with an ideal frequency of exposure”
says Rafael Uchôa, co-founder and CTO of OvermediaCast. He explains that interactive videos allow conducting brand lift studies with direct measurements of favorability, purchase intent, awareness, brand linkage, consideration and recommendation.
About Telefónica: Telefónica is one of the largest telecommunications companies in the world in terms of market capitalisation and number of customers. With its best in class mobile, fixed and broadband networks, and innovative portfolio of digital solutions, Telefónica is transforming itself into a ‘Digital Telco’, a company that will be even better placed to meet the needs of its customers and capture new revenue growth.
The company has a significant presence in 24 countries and a customer base that amounts more than 313 million accesses around the world.Telefónica has a strong presence in Spain, Europe and Latin America, where the company focuses an important part of its growth strategy. In Brazil, Telefónica uses the commercial brand Vivo to sell its products and services.
Telefónica is a 100% listed company, with more than 1.5 million direct shareholders. Its share capital currently comprises 4.551.024.586 ordinary shares traded on the Spanish Stock Market (Madrid, Barcelona, Bilbao and Valencia) and on those in London, New York, Lima, and Buenos Aires.