What Do You Do When You Don’t Work In The Areas Set To Boom?

What Do You Do When You Don’t Work In The Areas Set To Boom?

It can be daunting for a brand to see various areas such as programmatic and mobile growing exponentially with no signs of slowing down, and knowing you don’t play in that space at all.

Emma Mackenzie
Posted by Emma Mackenzie

Rich media display and video advertising company InSkin Media does not splash around in mobile and programmatic, and yet its chief commercial officer, Steve Doyle, doesn’t see this as an issue.

Creativity and service is where InSkin’s skills lay, said Doyle, creating rich media home-page takeovers for brands, designed for large spaces such as desktop and tablet.

When asked what’s going to happen to the industry in the next five years, Doyle said mobile and programmatic were going to increase, however he was confident about InSkin Media’s offering.

“There are wholescale things that are shifting the industry, but within that I think there’s still room for people who are creative and who use space effectively and people that want to communicate effectively with users, and that’s where our key focus is,” he said.

“That’s where we’re building business and that’s where we’ll be able to thrive as an organisation.”

The company doesn’t work programmatically, with Aussie general manager Matthew Newcomb explaining to B&T recently to be truly creative, you still need to involve humans.

And when it comes to mobile, which Doyle admitted is where a lot of the traffic is going, the challenge is producing a similar offering on smaller screens.

“In what we do, which is high-impact rich media, I find that very difficult to achieve on a mobile phone because I don’t really think that there’s a space to be able to have that conversation with the user and to get that awareness across without it being difficult for the user journey,” he said.

However, InSkin Media works in a very niche market in which it doesn’t see any lessening of clients, and also where Doyle doesn’t see the company taking up programmatic and mobile any time soon.

“We’re not in that plane any way shape or form, but we recognise that it’s a big part of the future so it’s something we need to continue to monitor.”