Display Rising Star ads, introduced in 2011 by the Interactive Advertising Bureau (IAB) as next-generation, rich media formats for advertising creative, have been proven more effective in brand building than legacy Universal Ad Package (UAP) ads through a joint research study conducted by the IAB, AOL and C3Research.
The recently released study, “Rising Stars Ads and Brand Equity,” from our U.S counterpart, revealed that the IAB Display Rising Stars ads trumped legacy digital display ads when testing for consumer ad recall: consumers remembered half of the Rising Stars ads viewed–more than three times the recall of the UAP formats.
All across the board, whether it was comparing gaze duration, engagement rates, or persuasion efficacy, IAB Rising Star ads were proven to be more effective and beneficial for brand advertisers than creative built on legacy advertising formats. In knowing that 70% of Teen and Young Adults in Canada expect brand content to be entertaining* this makes the broad possibilities of the Rising Stars Ad units to be a creative and an engaging way to meet objectives.
One finding of note was the difference in interaction rates when comparing the Rising Star ads to UAP creatives. The UAP ads generated 11% in interaction rates, whereas the Rising Star ads pulled in 34%, along with a higher probability of the consumer to actually click on the advertisement. The study’s findings acknowledged the consumer’s negative attitude towards online advertising, yet 37% of this study’s respondents affirmed they would be likely to interact with IAB Display Rising Star Ads in the future.
For more information, visit the IAB’s website or contact us to see how AOL’s work in premium brand solutions can bring greater impact to your advertising efforts.
*Source: eMarketer, May 2014 (Facebook, “Coming of Age on Screens” conducted by Crowd DNA, Dec 8, 2014.)
