The Interactive Advertising Bureau’s Rising Stars ads – which use rich media, video, and other breaking technology in brand-friendly units on both desktop and mobile – are seeing 70% more click-throughs than standard placements are, according to recently released data from PointRoll. And while their interaction rates lag slightly behind those of banners, eMarketer reports, the actual time spent by consumers with them is 36% higher.
In addition, the IAB released its own study (in conjunction with Vibrant Media and comScore) that showed consumers were 74% more likely to remember Rising Stars brands – and 22% more likely to recall the ad’s content.
Those brands also benefit from a boost in reputation: According to eMarketer, “37.7% of those who interacted with mobile Rising Stars said the ad improved their impression of the brand, compared with 20.6% who said the same for standard mobile banner ads.”
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