High-impact online ad solutions company InSkin Media today released performance figures of a recent campaign for Hasbro. Building on learnings from a similar campaign in Christmas 2015, InSkin Media’s bespoke formats demonstrated a further upswing in engagement and purchase intent for Hasbro’s Monopoly brand in 2016.
Conducted by visual engagement optimisation specialists, Sticky, the research shows Hasbro’s ‘Monopoly: Ultimate Banking’ digital campaign outperforming industry benchmarks in metrics such as recall and purchase intent.
Additionally, the campaign returned key performance metrics far exceeding industry standards, with viewability averaging 85.96 per cent and average in-view time reaching 76 seconds, as verified by Moat.
Comprising eye-tracking heat-maps and a consumer sentiment survey, the study found InSkin’s PageSkin Plus format boosted Hasbro’s recall to 95 per cent, a value 45 per cent above industry standards. These results also marked an improvement on InSkin’s previous Christmas campaign for Monopoly: World Edition, showing ad recall lifting 15 per cent YoY.
Crucially, positive purchase intent for Monopoly: Ultimate Banking scored an aggregated 43 per cent higher than industry benchmarks, reaching 62 per cent. The research again shows purchase intent building on 2015’s campaign figures, jumping 35.2 per cent YoY.
Of the InSkin ad format itself, consumers reported an aggregated 42 per cent higher ‘likeability’ towards the PageSkin Plus offering over standard digital benchmarks.
Josh Roach from OMD says the research results show Hasbro’s dedication to bravery in its media approach is working.
“Hasbro has a long tradition of lifting industry standards with its advertising, and we’re delighted our 2016 campaign for Monopoly: Ultimate Banking has done that yet again. OMD have an ongoing focus on innovative and enjoyable marketing campaigns. We consider InSkin’s digital ad formats a great platform for keeping our brands fresh and engaging,” he added.
InSkin GM Matt Newcomb said, “We achieved great results for Hasbro’s iconic Monopoly brand in 2015, and we’re thrilled the research shows we repeated that success in 2016.
“Our Moat-verified viewability scores and in-view time are high, which is in keeping with our expectations for the Pageskin format, but to see the other metrics growing YoY is very rewarding.”
“Hasbro have continued to innovate with InSkin in 2016. Using the iconic Mr Monopoly character in the top left of our PageSkin format is a hugely effective way of drawing the reader into the campaign creative, and the engagement results from Sticky prove that,” he said.
Running on InSkin’s premium publisher network, the Monopoly: Ultimate Banking campaign targeted mothers and grocery buyers across lifestyle, fashion and entertainment publications, driving awareness of the new board game leading into the 2016 festive season.