With the PURPOSE to share our vision of the digital display, on Tuesday met the main creative minds and media online advertising in 2012 Ignite, a meeting that starts in Madrid and tour the major cities.
During the meeting they discussed the main trends in online advertising and expressed through various digital campaigns, displays that are currently proving more effective by the high degree of involvement of users and generate more memory and reputation of brand.
” Ignite has allowed us to gauge a market like that online advertising continues to grow and be transformed by the arrival of new players. In addition, we have shown the display formats that are proving most effective for creative and media seek inspiration in his upcoming performances online, “says Manuel Ferreiro (pictured), Creative Team Leader Account Management MediaMind and one of the main drivers Ignite 2012.
Ignite has shown how creativity is one element that contributes to the impact of the results. The ads Rich Media triple quadruple visits and clicks the advertiser’s site, according to a recent study MediaMind. If you also use video, visitors are multiplied by six to nine times increase direct response to the advertiser’s website, compared with a standard banner.
Also in the meeting could see examples of some of the newest forms of digital higher performance. Portrait, Filmstrip, Billboard, Pushdown, Sidekick or Slider are the names of formats developed by MediaMind, all IAB Rising Stars, who are getting a greater impact on results.
Another of the stars of Ignite has been the marketing video, a tool that allows for increased uptake of direct traffic and relevant for brands other digital formats. It has not gone unnoticed by advertisers so users can get to click 200 times in an advertisement for In-Stream video in a traditional banner. It is also striking that, although the duration of a web video can be three times higher than that of a TV spot, 73% of Web videos are viewings until the end.
“In MediaMind we are leading a new revolution of In-Stream video. We hope for that and have developed new technologies even allow dynamic insertion of images in a video. In real time we can add a logo, a new piece in the catalog or custom image so banners, mobile phone or any device where the video is played, “explains Manuel Ferreiro.
The mobile advertising could not be present at the meeting. More and more people spend more time connected to your tablet or Smart Phone. According to the report contains Yume, mobile impressions doubled in the third to the fourth quarter of 2011. It is after work, in the range of 8 to 11 pm, which reached the highest levels of interactivity.
In addition to Ignite showed how some brands have taken advantage of the touch screens of smart phones to create experiences through multi campaigns that synchronize the creativity of the computer or TV with the mobile user to interact with the creative piece . A trend that is gaining fans in advertising.
“Last month we launch a technology enabled multi Nissan in which we could convert from your computer the smart set in a remote control of the new Qashqai model 360. Nissan has managed to convey with this action not only is a very innovative brand, but has allowed users to interact with the brand, experience it and generate a greater impact. We should start thinking and embrace the idea of multichannel campaigns and stop thinking in isolation from the computer screen, mobile phone or television. Think of them as digital displays that interact, ” explains Peter Travesedo, Country Manager of MediaMind.