Challenge
The Microsoft Advertising / IAB Rising Stars is a suite of rich media ad formats that offer advertisers creative and compelling ways to connect with the quality audiences they want. Microsoft Advertising and IAB wanted to measure the effectiveness of these innovative ad formats.
Solution
Microsoft Advertising played a central role in research, conducted by the Interactive Advertising Bureau (IAB) in conjunction with IPG Media Lab, to determine just how effective the Rising Stars ads can be. All six Rising Stars treatments were implemented, as the IAB and IPG used MSN page mock-ups for Jeep, Westin, and AT&T to measure response rates in their 400-user survey.
Results
The results were a powerful vote of confidence for Rising Stars ads, which were shown to produce much
higher interaction, longer interaction time, and better brand recall than the old standards. The IAB and IPG research used cutting-edge eye tracking and facial coding technology to measure interaction levels and the emotional connection of respondents.
Users looked at Rising Stars ads for over a quarter of the total time they looked at a page, compared with only a 9 percent gaze time for traditional ads. Rising Stars ads were also 25% more likely to raise a smile. The results proved that Rising Stars ads are not only brand-friendly, but user friendly too.
For more details, read the full report: Leading the way with IAB Display Rising Stars.
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