What exactly is High Impact? And why should advertisers choose this particular ad format?
We talked to Jacob Scheffer at Adnami about how they help advertisers stand out from the noise. For example, did you know that several studies have shown that High Impact is cheaper from an attention perspective compared to many other formats and channels?
Dwise: Hi Jacob!
You work at Adnami as Commercial Director for Sweden. Would you like to tell us more about what Adnami does and what your role entails?
Jacob: Adnami is a technology partner to publishers, media agencies and advertisers who want to work standardized with High Impact as a channel and activate the formats programmatically.
My role is to lead the Swedish team and optimize our partnerships to ensure that our customers, whether they are publishers, agencies or advertisers, get the most out of our product in terms of their business.
Dwise: Can you tell us more about your different formats and how they can be best utilized by advertisers?
Jacob: Our High Impact formats take up at least 80% of the screen, are full width and feel like part of the site. The formats are designed to capture the user's attention and support all sorts of creative concepts that can include video, interactivity and other moving image elements to engage users.
Our most famous format is Topscroll, also called full page by many and is the ad that takes up the entire screen as soon as you enter a site.
Midscroll comes further down and can be extremely effective in retaining attention. You can sometimes feel that it is like a wallpaper behind the site itself.
There are many more formats but these are the ones that dominate the Swedish market.
Dwise: Are there any challenges with these formats and how are they best addressed?
Jacob: Like all channels, high impact has its challenges. The main challenge is perhaps that the actual value that High Impact formats deliver to advertisers is not always visible in technical metrics such as viewability. When we look at how people actually consume news including ads and follow eye movements, we get a better picture. We have done over 40 eye tracking and attention surveys in the last two years where we see that High impact formats deliver as much attention as Youtube and online video advertising.
Dwise: What benefits do you see in the programmatic buying approach?
Jacob: I would say: Speed to market, scalability, flexibility, control and optimization possibilities.
Dwise: How do you at Adnami feel that high impact advertising has evolved over the last few years? And how do you see the future?
Jacob: I remember how complicated it was 10 years ago when I worked at a media company. Back then we had 100s of different formats and material specifications. Now High Impact is standardized and 95% of the Nordic publishers support our formats, which means that advertisers can produce one (1) format that works with all publishers.
Every month we see how both the number of advertisers and the number of campaigns per advertiser are increasing in Sweden and the Nordic countries. I am also convinced that the formats make the user experience better, as it means fewer but better ads!
Dwise: What do you think are the main benefits of integrating High Impact advertising into your media mix?
Jacob: People are exposed to about 8000 ads every day and if you as an advertiser want to get noticed, you have to stand out. Since all advertisers have not yet discovered High Impact, it can give those who use this format an advantage over competitors both in terms of attention, but also from a financial perspective. Several studies have shown that High Impact is cheaper from an attention perspective compared to many other formats and channels.
Dwise: What are the main differences for a campaign running in High Impact format vs standard display format?
Jacob: Regular display formats occupy between 5-20% of the screen and compete with two to three other ads, article buffers plus other content. High Impact ads take up 80% of the screen. It may be a little more expensive per impression, but you as an advertiser can be sure that you will be noticed.
An important question I think advertisers should ask themselves before deciding on an ad format is: Have I chosen the right format to convey what I want?
Dwise: For what purpose and for what industry would you say your formats are suitable?
Jacob: Of course, our formats suit advertisers whose campaigns are designed to build branding and awareness. And when it comes to industries, I would say all advertisers who want to be visible in digital channels and ensure that their ads are seen are wise to choose High Impact.
Dwise: What to consider to produce a good High Impact ad?
Jacob: Moving or animated elements or video is a strong recommendation to increase the chances of your message and ad being noticed. Include the logo and message right away. Work with HTML5 and make sure the ad is responsive and looks good on all screens and devices.
Dwise: How do you see Adnami working with us and what benefits do you see us bringing to the industry?
Jacob: First of all, I want to say that you are a nice and professional team. You have been clear from the start with your expectations which also makes it easier for us to deliver a good product. You are an extremely important partnership for us at Adnami as you push for development both regarding our product, but also the programmatic technology.