MAM
Commflash technology improves Pop ads effectiveness: study
LOS ANGELES: FPBA Group a provider of advertising tools for online publishers, and Grokster a provider of peer-to-peer file-sharing technology have announced the results of a study, conducted over 1,000,000 impressions. The study established that integrating Commflash technology with other advertising methods significantly improves the effectiveness and return upon advertising investment.
The study compared the use of banners, pop-ups and pop-under advertisements, compared to integrating these forms of advertising together with Commflash interstitials, measured by click-through-activity. The effectiveness of the Commflash-enhanced pop-under advertisements improved by 21 per cent compared to those without the enhancement. The improved effectiveness of Commflash-enhanced pop-up advertisements was even more impressive — more than doubling, improving CTA rates by over 120 per cent. In fact, effectiveness of COMMFLASH enhanced pop-up advertisements was higher by over 20 per cent than pop-under advertisements, with or without COMMFLASH enhancements. Commflash also enhanced regular 468×60 banner-ads, improving CTA rates by 6 per cent. .
Commflash commercials are launched when users exit or enter a web-page, taking over the browser session, while the requested web-page is downloaded to the users’ computer. Commflash uses a technology substantively different than the dhtml layer type technologies. The Commflash advertisement is viewed in the same browser session, so that pop-zappers have no effect. The study also showed that use of pop-zappers is more wide-spread than initially anticipated. Over 20 per cent of on-line users zap away the pop advertisement before it even appears on their computer, even though the advertisers and publishers pay for these lost impressions.
End-users have been voting with their feet, shying away from pop advertisements, especially the pop-up windows that interfere with the overall surfing experience. In advertising there are the 3-P’s — the publisher, the promoter and the purchaser. One cannot disregard any of these P’s without affecting the value of the advertising transaction.
California based FPBA Group has developed and is licensing the rights to its proprietary and patent-pending non-zapable Commflash Technology. FPBA says that its aim is to provide a standard-setting advertising format that meets the traditional brand building needs of advertisers in an environment that ensures the continual seamless and uninterrupted browsing activities of the end user.
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
