In-Image Advertising: The Next Generation of Programmatic Display?

In-Image Advertising: The Next Generation of Programmatic Display?

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Images are becoming the universal language.

Digital imaging or digital image acquisition is the creation of photographic images, such as of a physical scene or of the interior structure of an object. The term is often assumed to imply or include the processing, compression, storage, printing, and display of such images.
It is predicted there will be 7.5 billion people in the world in 2017, and about 5 billion of them will have a mobile phone. With close to 80% having a built-in camera, that’s 4 billion people taking pictures every day. And we’ve seen the proof. 10 percent of photos taken, by humankind, have been produced in the last twelve months. Not only are consumers sharing a mass of images on social media, they are starting to eschew the use of text altogether in preference for images, such as emojis.

Pictures have more power to enrich communication and stimulate response than text. The IAB’s In-Image Advertising Primer notes that articles with relevant photos get 94 percent more views than those without. The brain is able to process visuals 60,000 times faster than text and those visuals can trigger a prevailing emotional response from the recipient. Those are just two of the many reasons why there’s such a predominant focus on images in areas such as brand advertising and news. Images currently comprise around 30 percent of the editorial content within Vibrant’s network of 6,600 premium publishers, and this is expected to grow.
The greater presence and consumption of images online helps to explain why the next generation of digital display ads will be in-image advertising.

The most viewable programmatic format?

Unlike standard banner ads that appear around content, in-image ads appear as nimble overlays placed natively at the base of contextually-relevant static editorial images. As an in-line format, a high viewability would be expected, however, the scale of that performance is remarkable. The formats also regularly attain double the industry standard.

Designed to perform

However, whilst such technical display capabilities are important for advertisers to know when purchasing ads, it’s the impact on consumers that matters most. In-image ads achieve nearly three times the industry average brand lift, according to Nielsen Online Brand Effect. The ads are so effective they generally need just three exposures or less to achieve the maximum brand lift for the ad creative.
The changing online landscape and challenges mean marketers must adopt new ad tactics for programmatic performance. In-Image advertising may be the solution. It’s viewable, it performs and it’s a visual medium that consumers like.


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