It's non-intrusive, the stats really stack up - and it's taking a stand against ad-blocking.
Mobile ad blockers are
taking over. The users are sick of intrusive, obstructive banner ads, of
flashing, ill-directed gifs, of pop-ups redirecting them into oblivion.
Ad-blockers and poor quality ad-units have damaged publishers and
advertisers. It’s grim out there.
But, what if there was a way to remove the need for
ad-blockers by producing attractive ads – ads that don’t obstruct or
ruin the experience?
The industry urgently needs mobile ad formats that do
exactly that. And InSkin Media claims to have developed the solution.
Borne from the need for more positive user experiences, PageSkin Edge
first aimed to provide non-intrusive branding for mobile web on tablet
devices, and has now developed the format for smartphones.
High-impact but non-intrusive
Jeep are the first to explore the new format and have seen
some astounding results with a 95% view-ability rate, an average in-view
time of 43 seconds and a 2% click-through rate against the 0.4%
industry average.
"Verified stats on active in-view times are a key
additional reporting metric for us to prove the value of investing in
high-impact formats," says Nicky Traynor, Jeep account manager at Maxus.
"They focus on brand dwell time and quality engagement on smartphone
devices, traditionally known for delivering high clicks and low dwell
times."
"Effective advertising on smartphone is an industry-wide
challenge," adds Nicky, "especially to be able to have impactful
rich-media brand advertising that doesn’t take over the entire screen
and interrupt the user experience." A vital element in deciding to run
the campaign is that PageSkin Edge has allowed Jeep to showcase the
depth of the creative without compromising.
"We were excited to see a format in Page Skin Edge tailored
specifically to smartphone, supporting the creative execution and
taking into account the user experience on mobile sites. Being able to
have an animated and high-impact, dynamic experience on a smartphone is a
big draw, as we can visualise our product in a rich placement with an
inherently premium feel. We were able to access InSkin’s key publishers
that really resonate with our audience, delivering the right people to
the landing pages."
The format wraps around the page without obscuring
content, with click-throughs only triggered by deliberate action,
avoiding accidental clicks and ensuring genuine and high quality
engagement.
InSkin Media’s COO, Tom
Knapp, says it’s a challenge to effectively deliver high-impact branding
formats on the small screen of a smartphone: "We have been watching the
market, and tested a number of product variations for this device, with
the focus on delivering a high-quality experience that works for the
user, the advertiser and the publisher.
"The end result is a product developed specifically for
smartphone devices, now that they have sufficient screen real estate and
processing power to deliver effective, high-impact campaigns," he adds.
Working on a number of potential iterations of the format,
Knapp says we could see other mobile display units from InSkin in the
future.
But in the meantime InSkin Media continues to support
publishers and advertisers in the fight for sustainable advertising, by
delivering formats that strike the perfect balance between high impact
and non-intrusive.
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