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.
Please login with linkedin to commentBrochures
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]