Format promotes positive user experience and addresses ad blocking
First campaign achieves 96.5% viewability rate and 48-second average in-view time
Sydney: 14th September 2016: Inskin Media today announced its latest technology format to evolve non-standard digital advertising, the PageSkin Edge smartphone ad format.
Launching with a campaign by Tourism New Zealand, the entirely new approach to mobile display advertising is purpose-built to more effectively monetise mobile web content and overcome ad blocking, while also returning outstanding engagement and viewability figures.
PageSkin Edge marks Inskin Media’s arrival into the smartphone ad format arena, with the company already partnering with top local publishers to deliver impactful, non-intrusive ad formats for desktop and tablet devices. With media from Mindshare and creative from Whybin\TBWA Sydney, the Tourism New Zealand campaign is running on Inskin’s premium publisher network across desktop, tablet and mobile to promote New Zealand’s North Island.
PageSkin Edge wraps around the top and right-hand sides of mobile web content, with an animated element that accompanies the reader down the right-hand-side of the page. This approach is designed to enrich the publisher ecosystem with premium ad creative, while not intruding on the user experience.
Tourism New Zealand General Manager Australia, Tony Saunders said the campaign for the North Island is aimed at an audience that demands engaging content via interactive digital formats.
“Tourism New Zealand targets independent professionals and active boomers who are looking for unique experiences and we believe this extends to the advertising they engage with. Inskin’s PageSkin Edge format provides outstanding in-view times and viewability scores, while also showcasing a variety of holiday experiences in the North Island”.
Maddy Nash from Mindshare says the strong campaign scores are a heartening sign smartphone ad formats are continuing to mature.
“With a 96.5% viewabillity rate as verified by Moat, and an average in-view time of 48 seconds, Tourism New Zealand’s campaign enjoyed quality engagement and boosted brand dwell-time. Where mobile formats are typically known for low-dwell and higher-click, this Inskin campaign focused more on branding, while still managing a CTR of 1.69%, a figure well above industry benchmarks.”
“Money is pouring into mobile, as the IAB recently announced; mobile is driving online advertising growth and now accounts for nearly $2 billion of the online market,” said Matt Newcomb, Inskin AUNZ GM. “This format addresses the challenges of balancing publisher revenues and user experience; it delivers high dwell times and interaction rates for advertisers, which increase publisher revenue while reflecting the IAB’s L.E.A.N principles, in being lightweight and ‘polite’, giving less reason to block ads and an enhanced mobile experience for the publisher and the reader.”
*IAB/UKOM/comScore: Digital Time Spent Study (H2 2015) and IAB/PwC Digital Adspend Study (H1 2015)
For further information please contact Bold Media:
Tristan Tobin, Head of Content
Mobile: 0401 556 006
About Inskin Media
Inskin Media is an advertising technology business, which develops high-impact, non-intrusive brand advertising formats.
The company specialises in rich-media HTML5 display advertising across Desktop, Tablet and Smartphone devices. Partnering with over 160 publishers and working across over 960 premium websites, globally, Inskin Media has delivered successful campaigns for over 850 blue-chip brand clients. Since its foundation in the UK in 2009, Inskin Media has gone from start-up, to profitable, international business, employing over 100 staff across its London, Hamburg, Sydney, Singapore, Hong Kong and Dubai offices.
The company’s expansion across Europe, APAC and MENA has been recognised by multiple high-growth awards. It was named as a National Champion in the European Business Awards 2016/17, and has featured in Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500. Inskin Media’s commercial success is built on our focus on technology, creativity, and superior quality in display advertising.
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