Online video case study from In-skin

What is InSkin? InSkin is a video ad format that allows brands to dynamically rebrand the media players of a growing number of leading UK and European websites. The InSkin ad remains viewable for the entire duration of the video view, giving unparalleled dwell times per ad impression served. Leading FMCG confectionary brand:

Key objectives:

• Build on goodwill and consumer interaction with the brand

• Increase passionate disposition towards the brand

• Deliver views of the full length video content

• Isolate effects of various forms of online video advertising

Media/Creative solution:

• Target 16-24 adults in high engagement ‘entertainment’ environments (watching video).

• Websites NME.com, thesun.co.uk, Tiscali.co.uk

• Use 15” second pre-roll (TV cutdown) copy alongside InSkin (re-skinned media player ad).

• Isolate 3 groups of users: 1. Pre-roll solus, 2. InSkin solus, 3. Pre-roll and InSkin combined (i-Roll)

• Upon click – opens InSkin expandable microsite which keeps user on the site they were on.

• Clicks on pre-roll solus drive to advertiser website, clicks on InSkin and i-Roll bring up InSkin expandable

Campaign results (source ISAP and verified by 3rd party ad-serving):

• 1,783,741 impressions delivered across all formats

• 1,186,310 unique users reached

• 75,188 unique clicks on the various formats – 4.22% CTR overall

• Average dwell time per InSkin ad viewed = 2 minutes 4 seconds

• Average dwell time on ‘combination’ pre-roll and InSkin = 1min 40 seconds

• Average dwell time on pre-roll solus = 14 seconds

• Engagement on the combined pre-roll and InSkin 67% higher than on pre-roll solus

• 60% of clicks on the InSkin ad came after the user had viewed the ad for more than 45 seconds

• Average dwell time per user on InSkin advertiser microsite =57.85 seconds

• Average view through of ‘full length’ video viewed on microsite = 80%

• Percentage of users who went on to interact further with the brand (enter competition, watch ‘making of’ video, go to website), after watching the ‘full length’ video = 90%

Branding results (Brand research by Metrixlabs):

• Ad recall and recognition of the advertiser were higher amongst InSkin exposed respondents

• People evaluating InSkin creative were twice as likely to regard it as ‘striking and different to other ads’ than the average for online advertising (41% vs benchmark 21%)

• As-well as providing this cut-through, InSkin generated significantly less irritation and more message clarity than pre-roll alone

• Those exposed to either the InSkin or combined unit were significantly more likely to understand the core campaign message from the advertising than those only exposed to pre-roll only

• The advertising led to 6% shifts in brand consideration vs benchmark for online advertising 2%

• 24% of users said the InSkin ad had made them plan to buy the product, vs 15% of those exposed to solus pre-roll (benchmark 16%)

Striking compared to other online ads

Conclusions:

• In terms of reaching 16-24 audience, online video is extremely powerful as it drives high engagement and dwell times around very visual media

• Pre-roll is an extremely important ‘interruptive’ method of video advertising, which can deliver high reach and is extremely good at conveying key messages in a short space of time

• InSkin helps contextualize the advertising in terms of reinforcing the message contained in the short-form pre-roll ad, and drives high interaction rates

• InSkin stays with the user throughout their entire video view, eliciting dwell times measured in minutes, and consequently extremely high engagement levels

• Because 60% of all clicks on the InSkin ad came after the user had been exposed to the ad for 45 seconds or more, we can conclude that this led to the unprecedented microsite video view and interaction rates – these were ‘more considered’ and ‘high value’ clicks

This ad has made me plan to buy ‘product’

Next page