The paper helps illustrate the effectiveness of in-image advertising through case studies and research, the IAB says.
The Interactive Advertising Bureau (IAB), and its Image-Based Advertising Working Group have released the In-Image Advertising Primer, which they say offers a "comprehensive overview of this burgeoning ad type, often leveraged in native advertising campaigns."
According to the IAB, in-image ads allow relevant ads to be inserted within digital images and can take several forms - from display and product information overlaid on photos to videos or rich media that appear when users hover or click on the ad.
The paper illustrates in-image advertising's effectiveness through case studies with advertisers including Activision, Cat's Pride, Garnier, Mazda and the Northwest Dealer Group. Each demonstrates increases in key areas, such as brand lift, click-through rates, engagement and time spent, the IAB says.
The IAB says the paper also includes research that shows in-image campaigns focused on driving brand lift for awareness generate an average rise of 37 percent, which is nearly three times the industry average, according to Nielsen Online Brand Effect norms.
In addition, the primer stresses that all stakeholders in the in-image advertising value chain need to put safeguards in place to ensure ads do not appear on inappropriate photos, the IAB says.
"This paper is an essential first step toward informing brands about how they can harness the power of images," said Tony Winders, senior vice president of marketing at GumGum and chair of the IAB Image-Based Advertising Working Group, in a statement. "Consumers are clearly drawn to visual content and research shows they are more likely to view and engage with ads when they are overlaid on that content. In-image advertising has proven its ability to capitalize on these facts - in turn benefitting marketers that incorporate it into their campaign strategies."
The IAB says it is comprised of more than 600 media and technology companies that are responsible for selling 86 percent of online advertising in the U.S.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT