Mullen Utilizes Smartclip’s Interactive Video Units and Social Media Content for Launch of New Olympus Stylus Tough Camera

Campaign Results Show 66 Percent Interaction Rate

PR Newswire — September 30, 2010

NEW YORK, Sept. 30 /PRNewswire/ — Mullen, a Boston-based, full-service ad agency, has recently completed a successful two-month campaign for the new Olympus Stylus Tough Camera, utilizing Smartclip North America’s ( unique interactive pre-roll video formats targeted across Smartclip’s social media channel. The campaign resulted in an unprecedented 66-percent interaction rate when the ads were viewed on social media websites.

Smartclip’s interactive pre-roll ad formats – SmartSpot and SmartPeel – were used to engage consumers while online. SmartSpot is a next generation pre-roll advertising unit that offers advertisers the ability to display a virtual mini-site within their video ad; SmartPeel teases users with a moving corner flap that, when clicked on, peels back to reveal a 30-second full-motion ad.

Data from the campaign showed that (same-site comparisons) the standard pre-roll ad received .30-percent interaction rate while the SmartSpot and SmartPeel combo had an interaction rate of 66 percent.

“Smartclip offers something media buyers want – SOV in social media environments with engaging interactive video ad units. They were able to support a heavy social/video strategy with efficient pricing and innovative placements,” said Gina Romani Preziosa, VP, director digital media, Mediahub.

The ad creative displayed the durability and sturdiness of the Olympus Stylus Tough Cameras by showing the camera going through a laundry cycle or being taken on a kayaking trip. The ads were targeted to 25- to 49-year old males and 25- to 54-year old persons through a mix of contextually relevant content and social media.

“Video within social media outlets such as Facebook, garners high completion rates, more engagement, and increased viral activity,” said Seth Ingram, vice present of North American sales. “Everyone is participating in some form of social media and the targeting capabilities are highly advanced. Smartclip is pioneering video inventory within valuable touch points throughout the social media sphere. Through the Stylus Tough campaign, Mullen and Olympus laser targeted millions of engaged users, immersing them in key features of the camera. The results speak for themselves.”

SmartSpot offers viewers the option to watch the video ad and/or click on additional content — anything from a website link to detailed product information, promotional offers and more. The interactivity is both compelling and engaging; it even allows viewers to share the ads with friends. The SmartPeel format has an animated Peel directive in the top corner of the page that entices the viewer to engage the unit. Once the user rolls over the Peel, it expands into a full screen video player showcasing the ad. As a further benefit, both SmartPeel and SmartSpot are fully EyeWonder-enabled, allowing advertisers to track up to 65 points of interaction across each format.

For more information about Smartclip’s formats, contact

About Smartclip

Smartclip LLC ( launched at the end of 2009 as a second-generation, premium digital video advertising network. The company offers advertisers a blend of innovative ad formats, exclusive online inventory including social media, reach partnerships and extensive tracking resources. Smartclip is part of Smartclip AG, the largest video advertising network in Europe, launched in early 2008. Together, they provide publishers and marketers with an efficient, global delivery network.

About Olympus

Olympus is a precision technology leader, creating innovative opto-digital solutions in healthcare, life science and consumer electronics products. Olympus works collaboratively with its customers and its affiliates worldwide to leverage R&D investment in precision technology and manufacturing processes across diverse business lines. These include:

# Gastrointestinal endoscopes, accessories, and minimally invasive surgical products; # Advanced clinical and research microscopes; # Lab automation systems, chemistry-immuno and blood bank analyzers and reagents; # Digital cameras and voice recorders.

Olympus serves healthcare and commercial laboratory markets with integrated product solutions and financial, educational and consulting services that help customers to efficiently, reliably and more easily achieve exceptional results. Olympus develops breakthrough technologies with revolutionary product design and functionality for the consumer and professional photography markets, and also is the leader in gastrointestinal endoscopy and clinical and educational microscopes. For more information, visit

This release is available online in the Feintuch Communications media room located

MEDIA CONTACTS: Christa Conte / Savannah Tikotsky Feintuch Communications 212.808.4902 / 212.808.4903 /

SOURCE Smartclip LLC

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