Appetite Creative Soul-utions, an award-winning creative and digital advertising agency based in UK, have partnered up with Middle Eastern programmatic advertising giant MMP World Wide to work together to bring intelligent data led audiences and high impact units which can be traded programmatically.
Together, Appetite and MMP are programmatically launching, for the first time, Liquid Skins into the Middle East market.
Liquid Skin is an original ad format created by Appetite Creative that runs on all screen types across a wide range of premium publishers. This high impact format allows many different types of interaction and engagement.
The way it automatically adjusts to fill any screen size is what makes it so unique. It allows the brand to be shown in the best possible way, it always fills all the space available on the page, and ensures that any brand can now offer a safe and engaging experience.
Jenny, MD of Appetite Creative, said “its really not about a fight between creative or data and technology being the more important, I think this is a fantastic example of connecting both essential elements to deliver highly creative campaigns aimed at accurately defined audiences. It’s a togetherness story and the results speak for themselves.”
The format is available across all screens; desktop, tablet, and mobile. Again, offering the only real way to give mobile users a highly interactive experience.
For the first time it really allows high impact skins with all the functionality of interactive rich media to be traded programmatically. The first skin to launch was for Swarovski. This ran all across the gulf region – Kuwait, Qatar, Saudi and UAE market on sites such as Marie Claire and Elle Arabia resulted in a 1.92% CTR. Many other brands such as Infiniti and Nestle Nido soon followed.
Nader from MMP said…. “Our sites are damned cool. Combing through the intelligent data we have and using that to collect specific and unique datasets across our premium publishers is the first half of the battle, but then to deliver them something which is highly engaging and innovative is what makes MMP stand out. Not only can we do this well, but programmatically. It’s the future!”
Liquid Skins are already changing the way we look at highly creative campaigns. That it has been embraced by MMP, the programmatic specialists, means that the Middle Eastern market, as a whole, has taken a step forward.