hugo drayton
TRANSCRIPT
Propeller Round Table: 14.V1.10
Hugo Drayton, InSkin Media
online advertising
driving value through personalisation
What do we deliver for advertisers?
A range of high dwell time, interactive formats which deliver market leading CTRs and branding effects (3%+)
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InSkin publishers
InSkin Media delivers high-performing formats across premium UK web publishers, offering 62% reach across UK internet adults (comscore)
Case Study – Sony Ericsson InSkin
•2,650,000 ad impressions booked/ delivered
•245,912 clicks to expand/ see the phone in action, CTR = 9.44%, eCPC = 20.3p •average dwell time per ad, on the InSkin frame 308 seconds (or 222,000 hours in total, across the campaign)
•Average dwell time on InSkin W995 microsite = 52 seconds; 2.2 million unique users reached
•ROI = 2p per unique user reached
behavioural targeting
e.g. rubicon project; audience science; grapeshot; valueclick
‘buy people not pages’
confidence in anonymity/security?
personalisation – best results
the combination of online video with behaviourally targeted,
consumer-friendly advertising will drive the best possible
effectiveness
KraftPhiladelphia
PanasonicViera
Coca ColaPowerade
Citroen C3
UnileverMagnum
HalifaxOptimumA Prophet
Anheuser BuschStella
SpecsaversEFDSolomon Kane
NissanQashqai
Kellogg’sSpecial K
InSkin
i-Roll
PageSkin
http://www.inskindemo.com/DEMO/