Jeep first to use new “Edge” mobile ad format
Format promotes positive user experience and addresses ad blocking
First campaign achieves 95% viewability rate and 43 second average in-view time
LONDON, 12 April 2016 – Jeep is the first advertiser to take advantage of a new ad format, developed specifically for smartphones, to overcome the challenges of engaging mobile web audiences, overcoming ad blocking and monetising mobile web content.
The format, called “PageSkin Edge”, was created by ad tech company InSkin Media, initially to provide a non-intrusive branding format for the mobile web on Tablet devices. InSkin has now further developed the format specifically for Smartphones. It wraps around the top and right-hand sides of webpage content – as the viewer scrolls through the content, the right-hand side element, with branding and calls to action, scrolls the page as well, and remains in view.
“The campaign achieved an average in-view time of 43 seconds per impression, with over 30% of all impressions in view for over a minute,” said Nicky Traynor, Account Manager, Maxus. “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, which focus on brand dwell time and quality engagement on smartphone devices, traditionally known for delivering high clicks and low dwell times.”
Hannah Buitekant, General Manager, Programmatic at MailOnline added, “PageSkin Edge is a non-intrusive format running on large screen mobile devices. Although the ad remains in view at all times, it never obscures the content, meaning it does not interrupt our readers’ content consumption. That’s incredibly important to us. Crucially, users need to click on the ad for a certain amount of time before they trigger an action, which avoids unintentional clicks.”
When a reader deliberately clicks on the ad, it takes them to a new webpage, app or microsite. Once they have finished, they can close that window and return to the original point on the page where they clicked on the ad, to continue reading: a positive user experience.
“The industry has not cracked how to advertise on smartphones effectively – they account for 45% of internet time, but only 27% of ad spend*”, said Tom Knapp, InSkin Media’s COO. “Simply re-purposing desktop formats has not worked for either publisher revenue or for consumer experience. This format addresses both issues; 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.”
The initial campaign for Jeep delivered a viewability rate of 95%, with an average in-view time of 43 seconds per impression. 30% of all impressions were above 1 minute. All PageSkin campaigns include full viewability reporting, by InSkin’s partner, Moat. The campaign delivered a 2% click-through-rate (industry average is approximately 0.4%).
*IAB/UKOM/comScore: Digital Time Spent Study (H2 2015) and IAB/PwC Digital Adspend Study (H1 2015)
About InSkin Media
InSkin Media is an advertising technology business, specialising in high-impact, non-intrusive brand advertising formats.
Founded in the UK in 2009, the company specialises in rich-media display advertising, and employs 85 staff across its London, Hamburg, Sydney, Singapore and Hong Kong offices. InSkin partners with over 150 publishers, working across over 900 premium websites, globally, and has delivered successful campaigns for over 700 blue-chip brand clients.
In November 2015, InSkin Media was featured in the Deloitte Technology Fast 500 EMEA 2015, a ranking of the 500 fastest growing technology companies in EMEA, following its inclusion in the ‘Scale Up Club’, a group of companies identified as having £100m turnover potential within 3-5 years, by Silicon Valley angel investors, the previous year. In 2013, InSkin Media was named Best Media Owner in the IPA Media Owner Awards, having been rated as top company in the IPA Media Owner Survey that April. In 2012, InSkin Media won three British Media Awards; InSkin Media won Media Momentum’s Award as the fastest-growing digital business in Europe in 2011, and has since remained in its top 50 high-growth businesses.
For further information, please visit www.inskinmedia.com or contact:
Fran Cowan: email@example.com
T: 020 3301 9099