The growth in “programmatic”, super-scientific targeting and trading of online ads has boomed – just in time for the industry to start harking for more creative ad campaigns again.

Programmatic can support creative ad campaign sequencing, too – but one exec doesn’t imagine that ability coming to mobile quiet yet.

The potential is astounding for brands,” Opera Mediaworks strategic accounts SVP Ryan Griffin tells Beet.TV in this video interview. “When you think about the sheer breadth and depth of the signals these devices can record … they’re in our pockets all the time.”

Griffin sees the smartphone’s accelerometers, gyroscopes and cameras technology as “a broad palate to activate creatively” and “an opportunity to creatively activate… experiences that can’t be replicated on other screens” – at least, they will be.

It’s going to be a little while before programmatic can access all of that,” he concedes. “Programmatic is very very nascent in the mobile space.”

Mediaworks is the advertising unit of veteran mobile web browser maker Opera, which is likely to be sold to a Chinese investment consortium for $1.2 billion. It recently found short-form video ads out-perform longer ones on mobile


This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.