Rich media

IAB Display Rising Stars Outperform Traditional Display Ads Across Key Brand Effectiveness Metrics, According to In-Depth Research Study from IAB & C3Research

Rising Stars Prompt 30% Greater Brand Lift & Generate Three Times the Ad Recall Over Legacy IAB Universal Ad Package Formats

PHOENIX, AZ (February 9, 2015) — The Interactive Advertising Bureau (IAB) and C3Research today released “Rising Stars Ads and Brand Equity,” a new research study that demonstrates that Display Rising Stars ads, introduced by the IAB in 2011 as next-generation, rich media canvasses for ad creative, are more effective in brand building than legacy ad formats in the IAB Universal Ad Package (UAP). The data clearly shows that IAB Display Rising Stars deliver 30 percent stronger brand lift than UAP formats with just one full exposure, rising to 42 percent when consumers interact with a Rising Stars ad. Rising Stars also beat traditional display ads when it comes to ad recall, with consumers remembering half of the Rising Stars viewed – triple the recall of the legacy digital display ads presented.

The study also finds:

  • Rising Stars ads attracted gaze at a 63% higher rate than traditional UAP ads, and had 5 times longer total gaze duration
  • Consumers were less likely to avoid looking at such ads compared to legacy UAP ads
  • Engagement with the Rising Stars ads was significantly higher across the board with findings demonstrating that these ads were more entertaining, creative, humorous, and evoked higher emotional response
  • Despite their bigger size, Rising Stars were considered less annoying than traditional UAP ads
  • Rising Stars Ads generated significantly greater scores on core measures of persuasion

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