Metia and Ad Dynamo build the world’s first interactive Silverlight ad serving capability

Electronic Arts’ Mass Effect 2 launch campaign to feature the first expandable Silverlight ad served

London & Seattle, 21 January, 2010 – Today, digital marketing agency Metia announces the completion of a collaborative project with Ad Dynamo, the ad serving marketplace, and Microsoft Advertising to build the world’s first interactive and expandable Silverlight ad serving capability.

View the demo here

The new serving capability enables advertisers and their agencies to take full advantage of Microsoft’s Silverlight technology, Smooth Streaming and Deep Zoom to deliver an unparalleled digital experience within interactive digital advertising formats. Users can, for example, zoom in up to 30 times to see the smallest level of detail in high definition (HD) images. They can also watch HD video clips without the time lag of buffering and without excessive load times.

Electronic Arts will become the first brand to use the technology in its forthcoming online launch campaign for Mass Effect 2, the latest action adventure game for Xbox 360 and Microsoft Windows. Metia worked with EA’s media agency, Mediacom, to build an ad-served expandable Silverlight banner. To serve the Mass Effect 2 banner, Metia worked with ad serving marketplace Ad Dynamo and Microsoft Advertising, to build and test the new Silverlight ad serving capability.

Steve Ellis, CEO at Metia, commented: “It’s one of those situations where a lot of hard work in the background suddenly opens a world of creative opportunities. Offering Silverlight to advertisers and agencies through Ad Dynamo is significant. Silverlight gives creatives and developers a variety of features and capabilities that cannot be achieved using any other rich internet application.”

Sean Riley, CEO at Ad Dynamo, adds: “Metia has deep Silverlight expertise, working with them and Microsoft Advertising to develop this capability was the ideal collaboration. In the coming weeks and months I’m looking forward to talking to our advertiser and agency customers and showing them what is possible. Contrary to popular belief there is more than one option in the ad serving market.”

The Mass Effect 2 campaign will see advertising appear on the games section of MSN Tech and Gadgets from the w/c 25 January, with an MSN homepage takeover on 30th January, the day after the game’s release in the UK. The MSN homepage receives up to 16 million visits per day.

About Metia

Metia is a digital marketing agency with annual revenues of £16 million and operations in London, Munich, Seattle, New York, Singapore and Sydney. Employing over 230 professionals, Metia delivers experiences, solutions, services and tools that are focused, smart and repeatable – and that generate measurable value.

For more information: www.metia.com

About Ad Dynamo

Ad Dynamo International (Pty) Ltd. is a South African -based company that operates an international pay per click advertising platform.  Founded early in 2009, Ad Dynamo has quickly established itself as a key role player in the online advertising space & is considered by many digital agencies as a complementary channel to any Google pay per click campaign.

For more information: www.addynamo.com

About Microsoft Silverlight

Silverlight is a cross-browser, cross-platform and cross-device browser plug-in that helps companies design, develop and deliver applications and experiences on the Web. A free download that installs in seconds, Silverlight enables a new class of rich, secure and scalable cross-platform experiences.

For more information: http://www.microsoft.com/silverlight