1,500 brands use Polar to boost Facebook & Instagram creatives on trusted publisher sites

(New York) - Polar (www.polar.me), a Format Management Platform for trusted publishers and agencies globally, is today officially introducing Social Display, a proven ad format that makes it easy for brands to boost Facebook, Instagram and Twitter creatives on trusted publisher websites as ads with One Click Creative™.

The ad format was originally funded and developed in partnership with Verizon Media and News Corp through an exclusive commercial partnership with Polar starting in 2017. Together, Verizon Media and News Corp activated over 100 campaigns with Social Display for brands like P&G, Unilever, Samsung, Nestle, McDonald’s and Audi. Polar made Social Display available to its 120 trusted publisher clients globally in late 2018 and since then, more than 1,500 brands have adopted the ad format and run 3,000 campaigns. 

Social Display solves 3 problems brands have in the digital ecosystem today:

  1. Banner blindness: 0.6% is the average engagement rate across 3,000 Social Display campaigns this year, a 10x increase on the average CTR for IAB banner ads.

  2. Feed fatigue: 9 seconds is the average in-view time for Social Display, as measured by Moat, a 5x increase on the 1.7 seconds in-view time average on Facebook for ads.

  3. One Click Creative™: Social Display allows brands to save creative production costs, approvals and timeline delays as social creatives can be transformed with one click.

“Social Display uniquely combines the best ingredients from two worlds. From social, we take the creative, which is fundamentally different and better than IAB creatives. From the web, we work with trusted publisher sites, where audiences actually spend time on. 1,500 brands have helped prove that beautiful creatives on trusted content leads to superior results”, shared Kunal Gupta, CEO, Polar. “Our proprietary One Click Creative™ technology makes it frictionless for brands to extend their beautiful Facebook and Instagram creatives across trusted publisher websites”.

Nintendo Switch activated Social Display to drive awareness and sign-ups for their campaign offering free Nintendo credits. Research conducted with Ipsos showed that Nintendo saw a 55% increase in action intent, 33% increase in likeliness to visit their website and a 77% increase in the likeliness to interact with the brand on social media thanks to the campaign.

Studies conducted by Ipsos and Moat on Social Display have shown impressive results:

  • Travel brand Norwegian Cruise Line saw a 45% increase in brand awareness and 0.6% engagement rate.

  • Entertainment brand 20th Century Fox saw a 67% increase in brand value and 14 seconds in-view time.

  • Local brand Intrepid Travel saw a 40% lift in brand awareness, 0.8% engagement rate and 11 seconds in-view time.

“We were impressed with the attention time our social creatives get when delivered to a publisher audience using Social Display. Attention does matter and the ease of execution and simplicity of Social Display is why we continue to use it.”, shared Francois Botha, Group Digital Performance Manager at Shoprite, a retailer in South Africa who has continued to adopt Social Display on the 24.com network. 24.com has activated more than 200 campaigns on Social Display for brands like Samsung, H&M, Capitec, Shoprite, Sony, Hasbro, Clarins, Johnson & Johnson, Coca Cola, Elizbeth Arden, Standard Bank and Nissan.

Adweek, ALM, Bloomberg, The Boston Globe, The Guardian, LADbible, Los Angeles Times, NBCUniversal, News Corp, SHE Media, The Telegraph, Time Out, USA TODAY NETWORK and Verizon Media are some of the 120 trusted publishers globally that offer Polar’s Social Display ad format to their clients on a direct-sold basis.

“Polar has given us access to world class technology and ad innovation that our sales team has successfully taken to market in a relatively short time period. Social Display is now included in every client pitch”, shared Hui Cheng Yang, Head of Strategy & Innovation at Singapore Press Holdings, who have sold Social Display to more than 100 brands including Audi, Armani, Cirque du Soleil, Shell, Robinsons and Toyota.

Polar’s Format Management Platform (FMP) has been used by publishers to promote on-site branded content since 2013. Polar invested over $30m in R&D to expand its platform to support a variety of ad formats beyond native, which now includes Social Display.

For more information about Polar’s Format Management Platform and to read their latest market insights and reports, visit www.polar.me


Belen Martinez, Communications


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