Digital marketing agency, Metia, has announced 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.

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 30 January, the day after the game’s release in the UK. The MSN homepage receives up to 16-million visits per day.