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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her 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

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...