iab

IAB Releases In-Image Advertising Primer

  |  March 20, 2014   |  Comments

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.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Lisa Lacy

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...