Our new SwipeUp mobile web format has begun to roll out in test campaigns. The ZINC team is selling it, and the ads are running on our premium publisher network. It’s pretty ingenious, and because its so innovative it generates more than the usual engagement from mobile phone readers. When a user opens a web page that runs this ad, the ad tag loads on first touch. When the advertiser tag response is received, or after an interval that can be determined, 20% of the ad swipes up from the bottom of the page. The ad moves up or down on the next swipe, and the user can either engage with the ad or swipe out of it. Most significant, the user is always in control; the ad never “takes over” the page. (SwipeUp does, however, expand to fill the screen.)
These attributes have become very important as the industry tries to restore the trust of the consumer after the Wild West of desktop display advertising, which alienated such a large portion of the population, especially the all-important Millennials, that a fair number of them have opted to block ads entirely, especially on mobile.
Now the industry can keep investing in more and more sophisticated technology to block the blockers, but that would ultimately be self-defeating, because the users will just begin to despise all of us, advertisers and publishers. It’s much better to do what we’ve been trying to do: separate ourselves from fraudulent traffic, beef up our security, and be the change we want to see in the industry.
Although that has meant a re-alignment in our customer base on the publisher side, we can now be certain that there aren’t any more adult sites in our network, nor any malware on our platform. We are moving to a completely premium network. Many other industry partners have done the same, being proactive to stop the erosion of trust that peaked last year.
On the ZINC side, our Innovation Suite, led by our inArticle video format, and accompanied by inView, is landing us better and better campaigns, and we’re up over 300% year over year in revenue. We’re being used by every agency trading desk, and many major brands.
We’re building a trust network for the supply side to reach the demand side, and for the demand side to get greater ROI on its campaigns. It’s a pretty exciting time for us, almost like a rebirth into a different position in the industry. It will take a while for people to grasp how much we have evolved, but expect some further innovation from us this year.