Creating mobile ads that get attention without negatively affecting user experience is a major challenge all advertisers face. This is especially true as brands look to navigate new standards that prohibit the use of mobile pop-up and interstitial ads.
Garmin, a global leader in GPS navigation and wearable technology, turned to AI and computer vision company GumGum to create a mobile awareness campaign for its Vivosmart 3 Smart Activity Tracker. The main goal was to engage potential customers on mobile devices without interrupting them.
To align Vívosmart 3 with contextually relevant sports, lifestyle and fashion content across a selection of premium publishers (including Sports Illustrated, Men’s Journal and InStyle), GumGum activated its In-Image Frame and In-Screen Frame mobile units.
While typical interstitial ads interrupt the user experience and block a user’s screen, In-Image Frame and In-Screen Frame ad units don’t cover the main content of a mobile website. That means that they don’t block users from continuing on to the content they have sought out resulting in a more seamless browsing experience.
The Garmin campaign saw engagement rates as high as 72.66 percent, 36 times higher than the industry benchmark of 2 percent. It also achieved a clickthrough rate as high as 3.19 percent, 40 times greater than the industry benchmark for rich media of 0.08 percent.
GumGum recently announced the general availability of its In-Image Frame and In-Screen units. “Being a mobile-first company is no longer optional for the world’s leading brands,” says Brian Kim, SVP of product at GumGum. “With people spending more time on mobile, it’s imperative for brands to garner people’s attention and buying power on the channel without disrupting their experience.”