OREANDA-NEWS. Phorm (AIM: PHRM), a leading advertising-technology company and first party data platform provider, is pleased to announce that, further to its existing partnership agreement with INSOMNIS Media Limited ("INSOMNIS"), the Company has developed, in partnership with INSOMNIS, a new service called 'Hover Rate', a technology, which provides advertisers with data regarding how many internet users have hovered their cursor over, but not clicked on, their display advertisements, alongside the normal 'click through' data.

The launch of the Hover Rate feature is part of Phorm's continuous development of its first party data platform technology with INSOMNIS, seeking to provide new and innovative products of value to advertisers.

This platform technology provides data on both the creative execution effectiveness and the relative effectiveness of advertisement placement size and position and therefore allows marketers to make more informed decisions about audience targeting and the planning of their next display campaigns.

The Hover Rate feature provides advertisers with further clarity regarding which advertisement positions and sizes are most effective.  In a recent campaign that INSOMNIS ran on Phorm's platform, whilst the advertisement itself delivered a click through rate of 0.41 per cent., the 'hover rate' was close to 10 per cent. which yielded rich behavioural data for the advertiser concerned.

CEO of INSOMNIS, Mr Mike Moran, commented:

"Whilst the ability to identify where a web user hovers on a webpage isn't new, the application of a Hover Rate to a display advertisement is a new feature and unique to the UK market and an exciting new development for advertisers running display campaigns.  It will enable our clients to make decisions about advert creativity and placement and provides a rich data source for channel refinement and future targeting."

Phorm's CEO, Timothy Smith, commented:

"We are delighted to be announcing this exciting new feature on our technology platform today.  Working closely with INSOMNIS we are seeking to constantly enhance our offering to advertisers, thereby assisting them to drive their advertising insights, performance and efficiency."