Propeller Round Table: 14.V1.10

Hugo Drayton, InSkin Media

online advertising

driving value through personalisation

online video - InSkins

high dwell time (ABE)

high CTRs (>3%)

consumer-friendly formats

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

publishers

paywalls

yield

‘advertising not working’..?

advertisers

which investment is working?

reduce wastage

relevancy – value - results

consumers

claim to dislike most ads

…but prefer relevant ads(iab study)

targeting

demographic

…or behavioural

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

Hugo Drayton

hugo.drayton@inskinmedia.com

www.inskinmedia.com

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/