First Programmatic 360° Advertising Campaign in Asia Pacific; Hong Kong Airlines Landmark Launch by Kiosked and MEC

Campaign proved 35 X more effective and 9 X longer viewing time vs traditional display

By Jennifer Sricharoenchaikit, Program Manager, Hotwire PR

World leading Advertising Automation platform Kiosked, global media agency MEC, and Hong Kong Airlines debut the first programmatically run digital advertising campaign that utilizes 360° advertising units.

The Kiosked 360 Panorama Video ad format allows audiences to enjoy a unique brand experience via a virtual reality window that includes video “fly throughs” of the business class seating and cabin of Hong Kong Airlines, the global premier airline.

Video demo here.

Hong Kong Airlines selected Kiosked 360° Panorama Video so that audiences could imagine themselves experiencing premium travel.

Key Results

  • 35 X more effective* than traditional display with 4.51% CTR to site
  • 9 X longer time spent exploring the content vs traditional display**

The format is the first programmatically traded global 360° ad campaign. Because of its standard size (300X250), the 360° Panorama solves the challenge of scaling immersive advertising campaigns on mobile.

Ming Chan, General Manager, Brand Centre at Hong Kong Airlines says, “We are thrilled to be the very first advertiser to launch the 360° ad unit programmatically in Asia Pacific and feature our business class offering. This innovation allows us to scale our campaign and deliver a stunning experience directly to the mobile screen of our desired audience.”

The mobile format invites users to virtually dive into the brand video by clicking on a 300×250 mobile banner. The content expands and allows intuitive user experience by tilting and rotating the handheld device, revealing all 360 degrees of the video.

“Given the sheer volume of online ads audiences are exposed to, being able to deliver an engaging, interactive experience through the innovative 360° ad unit in addition to Facebook and YouTube is critical, we are thrilled to work with Hong Kong Airlines and Kiosked to be the industry first in Asia Pacific,” explains Antony Yiu, Head of Digital, North Asia for MEC.

The 360° Panorama Video is the latest unit to be released by the Kiosked Innovation Lab, designed for creating immersive brand experiences on-the-go for a variety of high-involvement categories such as airlines, hotels, tourism, events, automotive, and real estate- to mention a few.

“Because of its mobile first nature, Asia Pacific is the optimal ground for launching innovative units that engage users wherever they are. We are delighted to be able to push the envelope on new digital advertising formats in the region and applaud Hong Kong Airlines for using the new 360° unit,” adds David McGrath, Managing Director of Kiosked and Co-Chairman for the Data Council of IAB Singapore.

Kiosked Background Information:

Kiosked, along with its Innovation Lab, is fully operational in APAC; the launch of the new ad unit follows on the heels of the company announcing a $10M investment in the APAC region. This financial commitment follows the momentum Kiosked has garnered in South East Asia, inclusive of the continued advancements in technology, consumer consumption of digital media, and economic growth in the area.

  • Kiosked is trusted by a multitude of publishers and brands in APAC, including Jiji Press (JPN), Goal.com, Moshtix (AU), Apple Daily (TW), Liputan6 (IN), Inquirer (PH).
  • Kiosked is trusted by the world’s largest programmatic buyers: more than 10,000 advertisers run their ads through the platform.
  • The Kiosked in-content advertising placements are featured by more than 1,000 premium publishers including Forbes, IDG, and About.com.
  • The Kiosked platform delivers ads that reach more than 300 million unique visitors per month with 4 billion monthly impressions.
  • Kiosked is one of the fastest growing technology companies in Northern Europe, at a rate of 300%+ per year.

About Kiosked

Kiosked is the leading Advertising Automation platform company for native, in-view digital advertising. Kiosked dynamically creates high performing ad placements within the publisher content, solving the industry’s major issues around ad viewability, relevance, and performance of ads. Headquartered and founded in Helsinki, Finland, today Kiosked has offices in nine countries around the world. For more information visit www.kiosked.com.

About MEC

MEC is committed to growth. Growth for our people, our clients and our industry. MEC pushes the boundaries of what’s possible in order to thrive in ~ Ad Ops ~ Analytics ~ Brand Partnerships ~ Content Marketing ~ Data ~ Insight ~ Integrated Planning ~ Mobile ~ Multi-cultural ~ Performance Marketing ~ Planning & Buying ~ Programmatic ~ Search ~ Social ~ Sport, Entertainment & Cause Marketing. Our 5,000 highly talented and motivated people work with category leading advertisers in 93 countries and we are a founding partner of GroupM. To find out more, visit us at www.mecglobal.com #dontjustlivethrive.

About Hong Kong Airlines

Established in 2006, Hong Kong Airlines is a full-service airline firmly rooted in Hong Kong with a wide destination network covering over 30 major cities across the Asia Pacific region, including Gold Coast, Beijing, Shanghai, Taipei, Tokyo, Sapporo, Bangkok, Bali and Okinawa. The current operating fleet is made up of 30 Airbus aircraft with an average age of around 3.5 years, consisting of 25 passenger aircraft and five freighters, being one of the youngest fleet in the world. Hong Kong Airlines has been awarded the internationally acclaimed 4-star rating from Skytrax since 2011. Adhering to the concept of “Fresh and Very Hong Kong”, Hong Kong Airlines is committed to “Bringing Greater Journeys Sky High”, and is dedicated to providing a pleasant and enjoyable journey to all passengers.

*Compared to 0.13% average display CTR rate, Rich Media Gallery

**96% of viewers view ads for one second or less according to Lumen/Aimia Study 03/2016

Photos and multimedia gallery available here.

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