Specsavers, the UK’s leading optician, is the official launch partner of the InSkin Browser campaign, targeting ABC1 users across InSkin Media’s publisher network.
With the current format, a user clicks on an InSkin ad which then launches an advertiser expandable microsite - this then hovers over the site the user was originally visiting, and requires bespoke creative build. However, the InSkin Browser pulls in existing advertiser web pages into the browser, keeping the user on the site they were originally visiting. The main benefits to this is that it requires no creative build, and pulls together key pages for an advertiser, whether this be corporate homepage, sign up/ purchase page, Facebook page, independent reviews, or third party ecommerce sites such as Amazon.
The Specsavers InSkin Browser does not open up a new URL, nor does it redirect the user to an entirely new page, so it overcomes current issues with pop-up and browser blockers, which are reported to account for an almost 30% drop off from user click, to actual landing at advertiser sites.
Timothy Langlois at Specsavers said: “InSkin Browser is a welcome development in the market, and allows us to bring our landing pages to the user, ensuring that 100% of the clicks on the InSkin ad are directed straight to us. With standard display, we often experience a drop off in clicks to landings, due to internet browser security settings – InSkin Browser will drive better performance in creating appointment leads.”
Phil Townend, Commercial Director at InSkin said: “InSkin Browser is a natural progression for us in terms of fixing the inherent problems within the online display advertising market. The InSkin Browser allows for rapid campaign turnarounds, pulling together numerous relevant campaign pages, whilst still bringing the advertiser to the user. We are consistently delivering the most cost effective, high impact, traffic driving campaigns available in the UK marketplace – and are proud that a massive brand such as Specsavers has signed up to use the product”
InSkin (inskinmedia.com) now has over 90 sites live in the UK, delivering a 60% reach of UK internet users, and ran 250 campaigns in 2009, its first year of commercial operations. Its products include InSkin for Video, i-Roll (enhanced pre-roll), and PageSkin, which allows advertisers to do hijack style advertising across multiple sites with full reporting and frequency capping.