Advertising Automation platform Kiosked, global media agency MEC, and Hong Kong Airlines have premiered the first programmatically run digital advertising campaign that utilises 360-degree advertising units.
The Kiosked 360 Panorama Video ad format allows audiences to enjoy a unique brand experience via a virtual reality window that includes video “fly throughs” of the business class seating and cabin of Hong Kong Airlines, the global premier airline.
Hong Kong Airlines selected Kiosked 360° Panorama Video so that audiences could imagine themselves experiencing premium travel. Here’s a demo of the service:
The results have proven this campaign is 35 times more effective than traditional display, with the period spent exploring the content up nine times.
The format is the first programmatically traded global 360° ad campaign. Because of its standard size (300X250), the 360° Panorama solves the challenge of scaling immersive advertising campaigns on mobile.
Ming Chan, general manager, brand centre at Hong Kong Airlines said, “We are thrilled to be the very first advertiser to launch the 360° ad unit programmatically in Asia Pacific and feature our business class offering.
“This innovation allows us to scale our campaign and deliver a stunning experience directly to the mobile screen of our desired audience.”
The mobile format invites users to virtually dive into the brand video by clicking on a 300×250 mobile banner. The content expands and allows intuitive user experience by tilting and rotating the handheld device, revealing all 360 degrees of the video.
“Given the sheer volume of online ads audiences are exposed to, being able to deliver an engaging, interactive experience through the innovative 360° ad unit in addition to Facebook and YouTube is critical, we are thrilled to work with Hong Kong Airlines and Kiosked to be the industry first in Asia Pacific,” added Antony Yiu, head of digital, North Asia for MEC.
The 360° Panorama Video is the latest unit to be released by the Kiosked Innovation Lab, designed for creating immersive brand experiences on-the-go for a variety of high involvement categories such as airlines, hotels, tourism, events, automotive, and real estate.
“Because of its mobile first nature, Asia Pacific is the optimal ground for launching innovative units that engage users wherever they are. We are delighted to be able to push the envelope on new digital advertising formats in the region and applaud Hong Kong Airlines for using the new 360° unit,” adds David McGrath, MD of Kiosked and co-chairman for the Data Council of IAB Singapore.