Inskin Media launches new mobile ad format aimed at improving viewability
Inskin Media has launched a new digital advertising format which it says delivers clients better audience engagement and viewability figures.
The ‘Pageskin Edge’ is a new mobile format that Inskin argues “could revolutionise the mobile display ad market, and help publishers more effectively monetise skyrocketing mobile ad traffic”.
The new format 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.
Speaking with Mumbrella, Inskin Media Australia general manager, Matt Newcomb, said:”We’ve been in the business of creating and distributing high-impact, rich media formats for the past six or seven years.
“Historically we’ve been desktop and tablet focused because what we’ve found is it’s quite difficult to find formats that could run on smartphone that balance out having something that is commercially strong and effective and can work for publishers and something that is an acceptable format for users.
“What we’ve seen is lots of publishers produce lots of intrusive ad formats that, in reality, consumers don’t really want. The idea is to basically balance out something commercial with something impactful but not intrusive.
“Publishers are seeing more of their traffic move to mobile but monetising mobile at anything like desktop yields has been challenging, finding formats that balance out those competing needs is what we have been trying to do.”
Matt Newcomb: ‘We’ve got a format that’s basically always in view’
The new format, which launched in the UK earlier this year, ran its first campaign through July-August for Tourism New Zealand.
Newcomb said: “It worked very well, what we’ve seen is high levels of viewability, the ads are getting seen, 95% plus viewable, whereas the industry average is about half of that.”
On why the format is more viewable, he said: “It’s the nature of what we build. We build in HTML5 and we build formats that effectively scrolls with the user. Unlike lots of scenarios where an ad is on a page where someone scrolls past it too quickly or never reaches it, we’ve got a format that’s basically always in view.”
Maddy Nash from Mindshare, which was involved in the Tourism NZ campaign, said the strong campaign scores are a heartening sign smartphone ad formats are continuing to mature.
“With a 96.5% viewability 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.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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