As investment in programmatic advertising increases, we are seeing the development of new technologies whose specific operating models can only be realized in this environment. Often, these are new, unique forms of messaging or pathways to reach users, allowing ads to capture the attention of internet users much more effectively.
Programmatic In-Image Advertising
The latest discovery is programmatic In-Image advertising, implemented for the first time directly on graphic elements within individual articles. One of the tools used in this ad format is picture recognition, which, based on advanced algorithms, can recognize detailed elements of each image. This allows us to target our ads to specific images, and by extension, to articles that are closely related to our target audience. Once we have the right placement in the relevant article, a unique ad format comes into play, displaying rich media “on the image itself” in various ways as users scroll. Several examples are shown below:
The high relevance of the ad to the article in which it appears allows advertisers to reach users who are highly interested in the topic. This is the first type of display campaign where the user comes to us with a need, rather than the other way around. Until now, this was only possible with search networks. This leads to achieving average CTRs significantly above those of standard reach campaigns.
In-Image Full-picture Format
In addition to the previously mentioned ad formats, In-Image also offers more advanced creatives. One of them is the full-picture option, which covers the entire editorial image in an article for over five seconds before transitioning to the standard “Stripe” mode, which is a banner at the bottom of the image.
Example:
A distinctive aspect of this project is its still relatively low popularity, which, given the current issue of “banner blindness,” allows us to effectively capture the user’s attention, who often overlooks “standard” creatives. Additionally, with the ability to precisely target contextually, we can achieve a high CTR, unprecedented in traditional display campaigns.
Without a doubt, the innovative approach enabled by In-Image advertising means that we will see it increasingly more often online. Positive results and strong interest will only amplify this effect. For companies looking for new and creative advertising formats, this is a total must-have.
O AUTORZE
Jakub Pytlik
Senior PPC Specialist / Team Leader
W Yetiz zarządzam teamem odpowiedzialnym za prowadzenie kampanii w Google oraz Facebook Ads. Na co dzień skupiam się także na tworzeniu planów marketingowych oraz zarządzam płatnymi kampaniami dla naszych największych klientów. Wolny czas lubię spędzać aktywnie, co pozwala mi na zachowanie psychicznego i fizycznego balansu między codzienną pracą przy biurku.
