IAB: Rising Stars ads boost online viewer engagement

DetailsMichelle Clancy | 10 February 2015

The Interactive Advertising Bureau (IAB) says that its Display Rising Stars ads, introduced in 2011 as a next-generation, rich media platform for ad creative, have been proven to be more effective in brand building than legacy ad formats in the IAB Universal Ad Package (UAP).

Data from research from IAB and C3Research shows that IAB Display Rising Stars deliver a 30% stronger brand lift than UAP formats with just one full exposure, rising to 42% 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.

Also Rising Stars ads attracted gaze at a 63% higher rate than traditional UAP ads, and had five times longer total gaze duration, the study said. Consumers were less likely to avoid looking at such ads compared to legacy UAP ads, and despite their bigger size, Rising Stars were considered less annoying than traditional UAP ads.

Differences in interaction rates are also significant. Rising Stars ads generated interaction rates of 34% compared to 11% for legacy UAP ads. Furthermore, consumers who interacted with Rising Stars gave them ratings that on average were 16.6% higher across brand equity metrics.

"Display Rising Stars ads outperform legacy digital formats when it comes to advertising effect and brand lift," said Sherrill Mane, senior vice president of research, analytics and measurement at IAB. "We knew that better creative canvasses have visual and emotional appeal, and garner interaction. The big challenge has been to demonstrate that aesthetic breakthroughs contributes to brand equity and our rigorous and comprehensive study substantiates that."