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Online ads need to be viewable for 14 seconds to be seen

An online ad needs to be on the screen for 14 seconds to have any chance of being looked at, according to our new study on the relationship between viewability, gaze time, ad clutter and people’s ability to remember ads.

The study – by InSkin Media, Research Now and Sticky – involved nearly 4,300 consumers and technologies including eye-tracking (by Sticky) and viewability measurement (by Moat).

Find out more about this research here or download the Infographic or the Research Report below.

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Viewability: Moving Towards Meaningful Measurement

Viewability measurement, or the question if a digital ad had the opportunity to be seen by a consumer, remains a hot topic for the online ad ecosystem.

Combining InSkin Media's in-house research results with insights gained from FaR Partners' "Digital Leadership Viewability Survey" among senior digital executives in the UK, this whitepaper aims to provide a comprehensive overview of today’s viewability challenges and offers some tangible suggestions to overcome them.

Selected Insights

- 63% of senior digital execs consider the current viewability standards inadequate for custom formats
-  In-view rate discrepancies of up to 80% have been observed for non-standard formats
-  Measurement consistency among vendors and the applicability of standards across formats are considered top requirements for viewability measurement to move forward

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Familiarity, Frequency and Fine Lines

At what point does online advertising become 'creepy'? What factors contribute to a sense of intrusion & what is the knock-on effect on brand perception?

InSkin Media partnered with media planning and buying agency, Rapp, to investigate these questions. Read the full results here, in the Familiarity, Frequency and Fine Lines Whitepaper.

- Consumers 37% more likely to click on trusted websites
- Repeated ads 40% more positively received on related websites
- Ads on well-known websites are rated up to 88% more positively

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Eye-Tracking Research: Moccona Coffee - Wake Up with Style

Moccona’s ‘Wake Up with Style’ multi-screen campaign achieves 88.31% viewability and 71.94 seconds in-view time with PageSkin Plus.

To celebrate the advertiser’s iconic coffee jars, Moccona teamed up with Australian sleepwear designer, Peter Alexander, to produce a limited edition collection of 4 exclusive jar designs, using his renowned style of bold prints and patterns. The idea behind their partnership for ‘Wake Up in Style’ campaign was to highlight the strong link between having your first sip of coffee wearing your pyjamas whilst waking up.

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Hasbro’s ‘Monopoly Ultimate Banking’ campaign achieves 83% viewability and 72.5 seconds in-view time

The client wanted to build and drive awareness of a modern banking version of the Monopoly game - Ultimate Banking and to best showcase the new game feature, an all-in-one Ultimate Banking unit with touch technology. 

The campaign outperforms industry benchmarks in ad recall and purchase intent. Interactive click-to-play video & pulsating product hot spots incorporated in the PageSkin Plus header achieved strong visual engagement and 100% revisit rate.

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Case Study: Bulova CURV with an integrated product hot spots feature, delivered across desktop, tablet and smartphone

Multi-screen, rich-media PageSkin campaign achieves 83% in-view rate and 65 seconds in-view time.

Following the launch of the world’s first curved chronograph movement in September 2016, InSkin Media and Ogilvy partnered on a multi-screen, rich-media campaign for Bulova, in order to promote the advertiser’s new 12-piece CURV collection.

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Sony Pictures: Multi-screen PageSkin campaign achieves 86% viewability rate and 58 seconds in-view time

InSkin Media and M2M partnered on a high impact, rich-media online brand campaign for Sony Pictures' Sausage Party movie, aiming to compel the target audience to see the Sausage Party movie at the cinema and to cut through all the entertainment options available to the core audience.

PageSkin’s eye-catching creative execution achieved strong visual engagement in the header & both sidebars and retained users’ attention throughout the page browsing experience.

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Hong Kong Airlines celebrates its 10th anniversary with InSkin's PageSkin Plus ad format

To celebrate the 10th anniversary of HK Airlines, InSkin Media and MEC HK partnered on an impactful online display advertising campaign. 

"HK Airlines wanted to deliver an engaging rich-media campaign in order to reach their audience. InSkin's impressive portfolio on international websites, as well as their effective PageSkin Plus format, delivered on all counts - with positive, in-depth eye-tracking results and high viewability rate of 71%," Antony Yiu, Head of Digital North Asia, MEC.   

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Jeep Achieves 95% Viewability with PageSkin Edge on Smartphone

InSkin Media worked with Maxus on a high-impact online branding campaign for Jeep, the first advertiser to use InSkin’s bespoke mobile format, PageSkin Edge, on smartphone.

The client wanted to maximise brand awareness and drive viewability, targeting 30 – 50 year olds with young families. The first campaign achieves 95% viewability rate and an average of 43 seconds in-view time.