A Picture could be worth a thousand Engagements

Today’s hyper-connected consumers demand authenticity and meaningful connections with the brands they allow to market to them. Those who earn their respect will enjoy the spoils of their loyalty and social advocacy.

As marketers continue to place a higher priority on connections and engagement over pure tonnage, a new crop of display advertising formats, including in-image advertising, is capturing the attention of brands for their ability to drive higher viewability, engagement and lift in brand metrics than standard display advertising options.

In-image advertising uses “data about the image, its tags, and the surrounding content to match images with ads that are contextually relevant.” Once a website owner integrates the scripts onto their publishing systems, site visitors can move their mouse over the images or look at an image for a certain amount of time to reveal an ad.

Most in-image advertising have the following characteristics:

  1. When a user mouses over an image on a website, a small overlay on the lower segment of the image appears.
  2. The overlay can be closed out by the user.
  3. Some in-image ad technologies produce a pop-up box when visitors mouse over images.
  4. Clicking on the text of an in-image advertisement directs users to a new page.

In-image ads were first introduced by GumGum but now have other players in market, such as PopMarker & Cortica.

Recent example of L’Oreal Targeting Ads Based on Hair Color in Online Photos shows way of staying contextually relevant. 

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