Programmatic Skin in an Instant
The Skin format – a.k.a wallpaper – is, for publishers, a bit like the family silver. Treasured for ‘special occasions’, this inventory is typically reserved for direct sales campaigns. Mostly because factors making this inventory highly valuable, also make it difficult to sell programmatically. Much of this inventory is inherently idiosyncratic to the publisher, which makes it difficult to set up appropriate selling specs within most SSPs since placements, dimensions and other core specifications are far from standardized. Even when these obstacles are cleared, the prices that skin formats command tend to be much higher than buyers expect to pay for RTB-purchased inventory, which has resulted in a relatively small market.
But as with all things in programmatic, that too is changing. Recently, R2B2, a Czech-based technology and yield management company, formed a partnership with Adform to offer automated trading of the Skin format between buyers and sellers within the Czech market. With its unique workflows, robust business rules and full transparency, the Adform SSP enabled R2B2 to clear of all the technical hurdles.
Today, advertisers can buy Skin formats from a large portfolio of premium publishers via the Adform DSP, and take advantage of all the benefits that programmatic offers, such as streamlined operations, first- and third-party data decisioning and targeting, real-time campaign optimization, and optimal frequency capping across the entire RTB campaign.
“These types of premium formats are the bread-and-butter of branding campaigns, and RTB access to Skin formats means that brand managers can benefit from all the efficiencies of programmatic,” said Ondřej Kutiš, Technical Project Manager at AdExpres. “For instance, although the R2B2 Skins earn higher CPMs in the real-time auctions than they do if sold directly, due to better frequency control, we’re able to reach more unique consumers. Consequently, clients see up to 44% lower costs per unique impression.”
Skin banners are particularly suited to programmatic for a surprising reason: Tests show that they drive interaction across diverse consumers. In other words, engagement levels improve when Skin banners are leveraged across multiple sites, not just one. “At first we tested the Skin banner with advertisers whose target groups are difficult to define precisely. Interestingly, the Skins drove more new and unique consumers to their websites,” said Mr. Kutiš.
In addition to stellar results, programmatic trading has improved the whole workflow for campaigns that leverage the Skin format. Here’s why: the format consists of a single 2000x1400px image banner, which is uploaded to Adform (or any other integrated DSP) and submitted to a publisher’s inventory as a simple standard banner, completely eliminating the need for creating synchronized ad units. Moreover, straightforward creative guidelines go a long way in ensuring that the creative, and more importantly, the ad message, aren’t obstructed from view when delivered on websites with wider page content dimensions or a narrower leaderboard placement.
The simplicity of creative production and campaign execution has made this format extremely popular with both advertisers and publishers. Advertisers benefit from efficient campaigns; publishers benefit by conserving back office resources, higher CPMs, and a bigger pool of demand sources to compete for their premium Skin formats.
For further information on the Skin format, or any of our other offerings, please contact your local account manager, or click here for a FREE demo!