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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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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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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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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.

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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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Yves Saint Laurent Dazzles with PageSkin Plus

YSL wanted a high-impact online branding campaign to promote the launch of their new Gloss Volupté lip gloss, to a high quality female audience in Hong Kong.

PageSkin Plus, with animated sidebars and campaign video integrated into the large creative header, was the perfect solution. Running across Hong Kong's most popular female websites, the high quality creative execution showcased the product and campaign messaging, and was seen by 100% of users tested, reinforcing the brand's premium nature.

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Virgin EMI Charts Success with PageSkin Edge

Raising awareness of their Albums of the Year, Virgin EMI used the PageSkin Edge format to enable interactive music listening on tablet.

Weekend use and high dwell times suggest that consumption on tablet devices takes place in a relaxed but focused environment. Virgin EMI maximised this excellent opportunity to engage with their audience, using the interactive PageSkin Edge format to enable exploration of different artists and the option to tap to listen, resulting in massive engagement rates.


Disproving the ‘Sausage Finger’ Myth

Analysis of InSkin Media’s desktop and tablet networks validates high tablet CTRs on optimised advertising formats.

With tablet penetration on the rise, how can advertisers effectively reach this valuable audience?
InSkin Media partnered with Webtrekk, a leading global provider of data intelligence solutions, to analyse data across InSkin’s premium desktop and tablet ad networks and gain valuable understanding of how users engage with advertising on different devices. Download the study now to learn more.