High-impact online ad solutions company InSkin Media today released results of its first Australian consumer study for Hasbro, showing recall and likeability results far above industry benchmarks.
Conducted by visual engagement optimisation specialists, Sticky, the research shows Hasbro’s ‘Monopoly: World Edition’ digital campaign outperforming industry benchmarks in metrics such as recall, likeability, opinion and purchase intent.
The results come as InSkin and Sticky extend their longstanding UK research agreement into the Australian market. Aimed at boosting InSkin’s Australian service offering with enhanced insights and accountability, Hasbro’s effectiveness study is the first of numerous client research programs slated for the next 12 months.
Comprising eye-tracking heat-maps and a consumer sentiment survey, the study found InSkin’s PageSkin Plus format boosted Hasbro’s recall to a value 30 per cent above industry standards, while also increasing positive opinion of the Hasbro brand by an aggregated 11.8 per cent.
Crucially, positive purchase intent for Monopoly: World Edition scored an aggregated 7.8 per cent higher than industry benchmarks.
Of the InSkin ad format itself, consumers reported an aggregated 13.3 per cent uplift in ‘likeability’ towards the PageSkin Plus offering over standard digital benchmarks.
InSkin GM Matt Newcomb said that while the study is a first for the Australian market, the positive results align with previous metrics from the UK.
“We’re delighted to be extending our successful UK research partnership with Sticky into the Australian market and anticipate more great results in the next 12 months,” he said.
“We’re increasingly seeing a desire for more innovative and considered online ad formats, from consumers, publishers and our clients respectively. Hasbro have a great reputation for innovative marketing, and we’re thrilled to be producing great results for them in the online space.”
Running on InSkin’s premium publisher network, the Monopoly: World Edition campaign targeted mothers and grocery buyers across lifestyle, fashion and entertainment publications, driving awareness of the new board game leading into the 2015 festive season.
Josh Roach from OMD says the research results indicate not only a well-designed media strategy from InSkin, but speak to the enduring appeal of the Monopoly franchise.
“The new-year holiday period is a time for family activities and Monopoly: World Edition is new twist on a legendary family favourite. The addition of Sydney on the game board speaks to the brand’s dedication to the Australian market, and we’re delighted to see the Australian audience responding so positively in this research,” Roach said.
“Hasbro and OMD have an ongoing focus on innovative and enjoyable marketing campaigns, and we consider InSkin’s digital ad formats a great platform for keeping our brands fresh and engaging.”