Fashion brand G2000 has signed as the first brand in Asia to use InSkin Media’s Swipeout format, which displays branded content within the ad format.
The retailer is using the interactive smartphone format to showcase content from its recent ‘Gen.2 - Work for Values’ campaign, which aims to showcase a generation of workers who add value while doing work. The campaign features sustainable architect Jaye Irving, artist Kearan Pang and Nicholas Ng, founder of The Food Bank Singapore.
The new ad format, a new version of its Pageskin Plus format, uses different sections of the creative to link to different parts of the G2000 website, allowing consumers to engage with the content that appeals to them most.
Inskin Media Asia GM Angeline Lodhia, said: “Swipeout allows users to learn more about a brand without needing to click away from the publisher environment. The tiles are scrollable and can contain images, text or video, which plays full screen on user interaction.”
According to Inskin Media, the campaign has had an average in-view time of 44 seconds and an in-view rate of 89.77%. Across all devices, the click-through rate was 3.76%.
“The strong campaign performance we’re seeing is also a credit to the wonderful creative G2000 have produced. Mobile continues to ascend in the Asian media landscape, and with this campaign G2000 have jumped to the forefront of the race to reach and engage with the mobile audience,” she added.
The deal was brokered via G2000’s media agency Starcom. Valerie Chua, manager of Starcom, said being able to take content to mobile visually was key for the brand: “G2000 is one of Asia’s most dynamic fashion labels, and strong imagery is essential when we communicate with customers.”
According to Chua, the use of mobile is maturing in Asia Pacific, with more complex uses of the different capabilities of phones being leveraged.
“More and more we’re seeing brands embracing the opportunities that mobile offers, from bespoke apps and loyalty programs to location targeting. It’s fair to say that the focus so far has been on apps, but there’s tremendous scope for rich media solutions in-browser as well. Apps tend to be specific in their function, so extending brand or product campaigns into that environment can be a challenge," she said.
Chua added that brands had been put off in the past due to the lack of creative formats and questions around transparency and viewability.
“It’s difficult to iterate campaign messaging on smartphones within standard display units – the elements end up too small to be legible. The lack of transparency in delivery is also an issue – we want to know where our brand is appearing and be assured that it is always in a brand safe environment, as well as a contextually appropriate environment. Granular targeting is great, but it doesn’t always account for those factors.
"The other crucial factor is the format’s behaviour – many in app formats pop out and cover content, which is a terrible experience on this most personal of screens. We’re seeing that more and more on the mobile web as well, because people are realising that standard units don’t work there, but the annoyance factor of such units is very off putting,” Chua said.