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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

This ad format delivers 5X CTR

Digital

This ad format delivers 5X CTR

Appetite Creative Solutions, the creative technology agency for innovative digital solutions, has launched Liquid Skins, its Programmatic Guaranteed solution allowing high impact creative, delivered at scale programmatically.

The fully responsive format works across desktop, mobile and tablet screens – enabling high-impact, creative solutions. For multi-device activations, it allows buyers to enable campaigns across multiple platforms from their own DSPs, enabling agencies, advertisers and publishers alike to trade through Google’s DoubleClick Bid Manager with enhanced creative, and high impact formats.

Appetite first rolled out the new format in a programmatic advertising campaign for a Japanese car manufacturer across the Middle East – a dynamic ticking clock promoting the brand’s 100-hour sale – sold through Appetite’s partner MMP World Wide, the leader in the programmatic advertising space across the globe. The campaign ran in both Arabic and English and landed a 2.54 percent CTR against the industry average of 0.5 – over five times the industry benchmark.

Jenny Stanley, founder and managing director, Appetite Creative, says in a statement: “We’ve always prided ourselves on our creative ability and love to match that with new technology – we’re excited to be offering this new format and the significantly CTR it delivered from our initial roll out in the Middle East.”

Nader Bitar, regional deputy general manager, MMP, adds: “The creativity, quality and innovation quality delivered by Appetite Creative to our clients is second to none – and this campaign was no exception. The business model allows us to apply our data to audience profiles and programmatically purchase inventory to deliver optimum results. “

The programmatic guaranteed solution has also been trialed in the UK by Appetite Creative, which produced a dynamic feed for Hoopla Networks and Club Med – a sliding skin changing from winter to summer sun and a dynamic feed spotlighting the most up-to-date prices, all in real time.

John Macbeth, sales director at Hoopla, says, “The liquid skin format is a versatile and dynamic creative unit that enables us to do something new when considering how to exceed client objectives.  Recently we’ve been able to extend delivery of this format into programmatic guaranteed buys, this is a huge shift in enabling greater creative opportunities for the programmatic market & one that we anticipate growing considerably over the coming months.”

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