The next big thing in advertising: the first 360-degrees banner
Have you ever wondered when it would be possible to check every inch of your hotel room before booking? The answer is now. With the use of 360-degrees banners Park Plaza Hotels & Resorts (operated by PPHE Hotel Group) managed to drive significantly higher levels of ad engagement at lower costs. PPHE Hotel Group is known for their representation of Park Plaza and art’otel hotels. Since March they partnered up with Dept and Advrtas to work on innovative projects for several advertising campaigns.
The two agencies designed a 360-degrees banner for their most recent awareness campaign of Park Plaza Hotels in London. By doing so, PPHE is the first hotel chain in Europe to use proprietary programmatic, fully interactive, 360-degree ad technology that is powered with AI.
Exploring before buying
While the use of banners doesn’t explicitly instigate interaction between the user and the campaign, engaging with your customers is something every brand aims at in the long run. And that’s exactly what the interactive banner does. It increases engagement by offering users the possibility to ‘look around’ and – in this particular case – lets you explore the destination and hotel.
The innovative and interactive format created, offers a real-life experience. Users get a detailed and profound image of the hotels and their views. For example, the banner created for the PPHE Hotel Group displays a view of the London skyline – which is the view directly from the hotel room. The chosen format is aligned to the unique selling proposition of the PPHE Hotel Group, which is the location. The banner was created with the use of two different 360 images – one of the exterior and one of the interior. For the latter, they created a custom animated effect which was added to the London Eye. As the consumer explores the unit, different text windows that correlate to that particular part of the image pop up. The banner also provides the consumer with the opportunity to navigate through the ad unit via interactive hotspots.
The Why Question
The advantage of using this format is the creation of self-optimizing ad units. Meaning, the result of combining the immersive media (360-degree content) with data captured inside the ad unit in order to create behavioural analytics that increase ad performance throughout the campaign. PPHE is the first travel brand to leverage AI-powered, self-optimising Immersive Ads in Europe.
However, the biggest advantage of this technology is that it runs on the standard IAB inventory. Thus, the banner can be placed on many sites. Normally, banners are known for their limitations regarding reach. With the 360 degrees banner, all those limitations are overcome.
In general, it’s not a secret that clients must distinguish themselves one way or another. As a digital agency, Dept partnered up with VR ad platform Advrtas and came up with the interactive banner as the ideal way to step up the banner game. PPHE Hotel Group is the optimal client to work with for the first campaign. However, it is not the first time that PPHE Hotel Group and Dept have worked together; the agency supports PPHE both strategically and executively for various online advertising campaigns.
What Dept, PPHE Hotel Group and Advrtas all have in common, is that they are innovative and are constantly looking for new ways to engage with their target audiences. Dept strives to be an added value for their clients. Meaning that they are more of a business partner than an executive agency. Given that Dept is out there amongst all of the technical changes and latest trends, they act as the eyes of their clients. As soon as Dept came up with the ideas, partner Advrtas, with its on the money slogan ‘The Next Level of Ad Engagement’, created the banner.
The result is significantly higher levels of initial and sustained ad engagement when compared to normal banners. When compared to video, this new ad format proofs to be more efficient, driving significantly higher levels of ad engagement at lower costs. Mostly because it’s purchased against display ad inventory pricing as opposed to video inventory.