IAB Topline Report January 30th, 2015
OrlandoIAB Topline ReportJanuary 30th, 2015New York
2Summary: Rising Stars Ads and Brand EquityIAB Display Rising Star Ads generate 4X more AD RECALL compared to LegacyUAP Ads.IAB Display Rising Star Ads generate 3X more AD INTERACTION: 34% interactedwith an IAB Display Rising Star Ad as compared to only 11% who interacted witha Legacy UAP Ad.IAB Display Rising Star Ads show 30% Higher Brand Lift compared to Legacy UAPAds. Brand Lift is even stronger for those who interact with the IAB Display RisingStar Ads.Eye Tracking lab data shows 62% of Ad Impressions received a Gaze for IABDisplay Rising Star Ads as compared to 38% for Legacy UAP Ads.The average gaze duration per respondent in a session for IAB Display Rising StarAds was 5X longer than Legacy UAP Ads (4.5 seconds versus 0.9 secondsrespectively).
3Summary: Rising Stars Ads and Brand EquityAd effectiveness measurements show IAB Display Rising Star Ads drawsignificantly higher ad Attention and Interest. They are also significantly moreEngaging and Persuasive.IAB Display Rising Star Ads were also rated less Annoying and respondents wereless likely to avoid looking at these Ads compared to Legacy UAP ads.When asked what they thought of the new IAB Display Rising Star Ad formatcompared to the other traditional online Ads, about 65% of respondents thinkthat Rising Star ads give more personality to the brand, 64% think the ads aremore engaging, 60% that they give more control to the consumer, 60% thinkRising Star ad provide more information, and 58% think that they are moreentertaining or more attractive.
4Research ObjectiveAre IAB Display Rising Stars Ads More Effective in Brand Building?Background:Research Objectives:The research done to dateon the IAB Display Rising StarAd units shows increased adinteraction behaviors,indicating higher degrees ofattention and involvementthan the Legacy Universal AdPackage (UAP) Ads. Assess the Effectiveness of IAB Display Rising Star Ads inbrand building.However, the questionremained whether the IABDisplay Rising Star Ads aremore effective than theLegacy UAP Ads in brandbuilding. Assess the role of Interactivity of IAB Display Rising StarAds on brand building.
5Test AdsFour IAB Display Rising Star Ad formats were used for the study. Ad units represented a mix of industries and creative executions. Adsselected for the study had to be available in both the IAB Display Rising Star Ad format as well as in the Legacy UAP Ad format toallow for comparison. 10 such pairs were selected for the study.PortraitFull Page FlexPushdownBillboard
6Test Websites Created by C3RCustom websites were developed for the free browsing activities conducted during the lab sessions and online survey.Custom websites weredeveloped for the purpose ofthe study. The websites werefully interactive to allow for animmersive browsing experience.The websites provided the abilityto:- Customize content- Change advertisements freely- Contain browsing activitieswithin the online spaceRespondents browsedfreely through custom-builttravel and health websites.The genres were selectedfor their universal appeal.In addition, the content inthe health and travelgenres are generally theleast sensitive to changeover time.
2 Phase Study Design7IDI Eye Tracker Sessions and Quantitative SurveyQualitative and quantitative research was conducted to measure the effectiveness of IAB Display Rising Star ads over Legacy UAPAds in brand building.Phase 1: IDI Eye Tracker SessionsPhase 2: National Online SurveyQualitative in-lab individual eye tracker sessionswere conducted to observe user behavior andgather respondent feedback on the IAB DisplayRising Star ads.Quantitative online surveys were conducted tovalidate qualitative findings and measure theeffectiveness of IAB Display Rising Star ads overLegacy UAP Ads on brand building. N 96 Total N 1515 10 Ad pairs were tested. 2 Survey Options were created to measureeffectiveness of Ads with Interaction orwithout interaction. 24 cells of n 4 each were exposed to 4 testads. Design allowed each Ad to be rated by at least18 consumers. 2 Custom Websites. 10 Cells of n 60 (minimum) was obtained ineach of the 2 survey options. Design allowed each Ad to be rated by at least120 respondents. 1 Custom Website.
Phase 1: Eye Tracker LabN 96Free BrowsingRespondents wereasked to freely browsethrough two customwebsites for 15minutes.50/50 BrowsingRespondents wereasked to pay equalattention to thecontent on the customsites as well as otherelements includingadvertising.In-Lab SurveyRespondents were askedto take a survey thatincluded: Unaided and Aidedrecall. Partial exposure of testads followed byattention ratings. Full ad Exposurefollowed byEngagement,Persuasion and BrandRatings.QualitativeInterviewsUsing the sessionreplay, respondentsinterviewed to: Understandprocessing of adsthrough eye gaze. Gather feedback onthe IAB Display RisingStar Ads.
9Eye Tracker Gaze DataIAB Display Rising Star Ads Have More Engagement Across MetricsN 96IAB Display Rising StarAdsLegacy UAP AdsTotal Number of Ad Impressions934806Number of Ad Impressions with Gaze581308Percentage of Ad Impressions with Gaze62.2%38.2%Total Number of Ad Fixations4,432831920940169120Average Ad Fixation* Duration per Respondent(milliseconds) in the session4,525881Percent of Respondents with Gaze93.7%59.9%Total Ad Fixation Duration (milliseconds)*Measures the combined duration of each individual fixation on an ad.Ad impressions withgaze was 63%higher for IAB DisplayRising Star Ads.On average,respondents spentover 5x as longviewing a RS adData based on Eye Tracking sessions.
Phase 2: Quantitative SurveySurvey Option A with no Ad Interaction (n 804)Survey Option B with Ad Interaction (n 711)Free BrowsingAd RecallBrand RatingsHypothesis TestingAd RatingsRespondents freelybrowsed one custombuilt site forapproximately 5minutes, simulating anatural browsingexperience.Unaided and AidedBrand recall wasmeasured afterrespondents finishedthe browsing session.Respondents were alsoasked if they interactedwith the ads. Test Ads were shownin a brief exposure tomeasure Attentionmetrics. After full exposure,Engagement,Persuasion and BrandEquity ratings wereobtained.A series of hypothesesdeveloped from theQualitative Eye Trackersessions were tested tomeasure reactions tothe IAB Display RisingStar Ad format vs.Legacy UAP Ad format.Option A: Respondents were force exposed to the test ads as they would naturally appear on the site without the ability to interact.Option B: Respondents were force exposed to the test ads as they would naturally appear on the site with instructions to interact.
11Unaided Ad RecallUnaided Ad Recall Was 4X Higher For IAB Display Rising Star AdsN 1515After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in anUnaided Ad Recall task.IAB Display Rising Star AdsConsumers Recall Seeing over One Thirdof All IAB Display Rising Star Ads, almostFour Times the Ad Recall ofLegacy UAP AdsLegacy UAP Ads34%9%Unaided RecallUnaided Ad Recall: Please try to recall as many advertisements as youcan.
12Aided Ad RecallAided Recall Was Nearly 3X Higher For IAB Display Rising Star AdsN 1515After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an AidedAd Recall task from a list of shown ads and decoy ads.IAB Display Rising Star AdsLegacy UAP Ads50%Consumers Recall Seeing Half of All IABDisplay Rising Star Ads, almost Triple theAd Recall of Legacy UAP Ads19%YesAided Ad Recall: Please tell us which brands you recall seeing in yoursession today.
13 C3Research AEP Model Was Used For Ad Effectiveness / Brand LiftAd Effectiveness & Brand LiftC3Research’s proprietary quantitative model of Ad Processing was used to assess ad effectiveness. The model looks at Attention,Engagement and Persuasion as the three dimensions of Ad Effectiveness that build brand equity and purchase intentions.After completing the free browsingand ad recall task, respondentswere exposed to a Legacy UAPAd and ad and brand ratingswere obtained as outlined below. The ads were first shown in a briefexposure setting to obtain ratings onthe Attention dimension. The ads were then shown in a fullexposure setting followed by ratingson Engagement, Persuasion andBrand Rating metrics.A second round of testing wasrepeated for the IAB Display RisingStar Ads.Each of the dimensions consisted of multiple scales as shown below:AttentionEngagementPersuasion Ad Avoidance – 2 itemsComprehension – 2 itemsFast Scrolling – 2 itemsInterest – 3 itemsReliability Score (Cronbach Alpha)Range: 0.79 to 0.87Brand Equity Brand Feelings Brand Consideration Brand OpinionHumor – 2 itemsEmotional – 2 itemsAnnoying – 2 itemsDistasteful – 3 itemsDesign – 2 itemsCreative – 2 itemsEntertaining – 2 itemsReliability Score (Cronbach Alpha)Range: 0.75 to 0.90Changed Thinking – 2 itemsRelevance – 2 itemsTrust – 2 itemsNovelty – 2 itemsUseful Information – 2 itemsCounter Thoughts – 2 itemsReliability Score (Cronbach Alpha)Range: 0.72 to 0.82Brand Equity was measured only in post test after forced adexposures to avoid priming the respondents.A Brand Equity Index Score was calculated as the average ofthe three items and multiplying them by 100.Reliability Score (Cronbach Alpha) 0.95After exposure to the ads, respondents were asked to rate them on a 5 point Likert scale on anumber of attributes used to assess Ad Effectiveness.Results of regression analysis cited in reliability scores yield three dimensions related toAd Effectiveness (Attention, Engagement, Persuasion) and Brand Equity.
Brand Equity14IAB Display Rising Star Ads Show A Higher Brand LiftN 1515Brand Equity Index* ScoreIAB Display Rising Star AdsLegacy UAP AdsOn average, IAB Display Rising Star29.5%4434Ads experience ahigherbrand lift with respect toLegacy UAP AdsBrand Equity Index Score* Index score calculated from a composite scale measuring Change in BrandOpinion, Brand Feelings, and Brand Consideration. See slide 10 for details.Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
Ad Attention15IAB Display Rising Star Ads Draw More AttentionN 1515Ads were more interesting and respondents were less likely to avoid IAB Display Rising Star Ads.StronglyAgree 5Rising StarAdsTest AdsIAB DisplayRisingStar Ads StandardLegacyUAP Ads4IAB Display Rising Star Adswere rated moreinteresting and received ahigher attention score.Respondents were also lesslikely to avoid such adscompared to the LegacyUAP Ads.Neutral 3Legacy UAP Ads wererated marginally higher inease of comprehension.2StronglyDisagree 1**Avoidance & Scrolled Fast valueswere reversed to be comparable tothe other dimensions.Avoidance *[Reversed]Comprehension †Scrolled Fast[Reversed]Interest *ATTENTION **significant at 95% Confidence Interval† marginally significant at 90% Confidence IntervalAll items in each dimension were measured on a 5-point Agree-Disagree scale
Ad Engagement16IAB Display Rising Star Are More EngagingN 1515Ads were entertaining, creative, humorous, and evoked emotions. They were also less annoying.IAB Display Rising Star Adswere rated significantlyhigher than Legacy UAPAds across ALLEngagement dimensions.Important to note that theIAB Display Rising Star Adswere considered lessannoying than LegacyUAP Ads, despite the factthat IAB Display Rising StarAds tend to be bigger insize and longer in duration!StronglyAgree 5NeutralStronglyDisagree 1**Annoying and Distasteful valueswere reversed to be comparable tothe other dimensions.RisingStarStarAdsAdsIAB Display RisingStandardTestAdsAdsLegacy UAP432Humor*Emotional * Annoying * Distasteful*Response [Reversed] [Reversed]Design*AD *Creative* Entertaining* LIKINGLIKING*significant at 95% Confidence IntervalAll items in each dimension were measured on a 5-point Agree-Disagree scale
17Ad PersuasionIAB Display Rising Stars Are More Persuasive Than UAP AdsN 1515Ads were higher on Useful Information, Trust, Novelty, Changed Thinking, and Relevance.StronglyAgree 5RisingStarStarAdsAdsIAB Display RisingStandardTestAdsAdsLegacy UAP4IAB Display Rising Star Adsare more persuasive thanLegacy UAP Ads.IAB Display Rising Star Adswere perceived to provideUseful and Trustworthyinformation. The Ads werealso rated higher onNovelty, Relevance, andChanged Thinking aboutthe brand.NeutralStronglyDisagree 1**Counter Thoughts values werereversed to be comparable to theother dimensions.32Changed *ThinkingRelevance*Trust*Novelty*Useful ignificant at 95% Confidence IntervalAll items in each dimension were measured on a 5-point Agree-Disagree scale
Effects of Interaction on IAB Display Rising Star Ads
19Ad InteractionIAB Display Rising Star Ads Have 3X Higher Interaction RatesN 1515After the naturalistic free browsing sessions, respondents were asked whether they had interacted with the ads. 34% ofrespondents recalled interacting with IAB Display Rising Star Ads whereas only 11% recalled interacting with the LegacyUAP Ads.IAB Display Rising Star AdLegacy UAP Ad1 in 3 recall interacting withIAB Display Rising Stars ads3x higher interaction rate than34%Legacy UAP ads11%Definitely YesPlease tell us how many ads you interacted with during the web browsing session.
Effects of Interaction on IAB Display Rising Star AdsDuring the forced exposure exercise, respondents either viewed the test ads with no ability to interact (Option A), or wereinstructed to interact with the test ads (Option B).N 804Option ARespondents were forceexposed to the test ads asthey would naturally appearon the site without anyinteraction.N 711Option BRespondents were forceexposed to the test ads asthey would naturally appearon the site with instructionsto interact.
Brand Equity21Interaction With IAB Display Rising Star Ads Lifts Brand Equity FurtherN 1515In both survey options (with or without Interaction), positive brand equity is created. However, the change in brandequity is stronger when respondents interact with the IAB Display Rising Star Ads in Survey Option B.Brand Equity Index* ScoreInteraction (Option B)No Interaction (Option A)The change in brand equity was16.6% higher for respondents4840who interacted with the IAB DisplayRising Star Ads.Brand Equity Index Score* Index score calculated from a composite scale measuring Change in BrandOpinion, Brand Feelings, and Brand Consideration. See slide 10 for details.Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
Ad Engagement22 Interaction Leads To Higher Ratings On Entertainment And HumorStronglyAgree 54Respondents whointeracted with IAB DisplayRising Star Ads rated themhigher on Humor,Emotional Response, andEntertainment suggesting adeeper level ofengagement with the Ads.No InteractionN 804InteractionN 711Neutral 32StronglyDisagree 1Humor*Emotional Annoying DistastefulResponse* [Reversed] [Reversed]DesignCreativeEntertaining* AD LIKING*significant at 95% Confidence IntervalAll items in each dimension were measured on a 5-point Agree-Disagree scale
23Ad PersuasionAds Are More Persuasive When Respondents InteractStronglyAgree 5No InteractionN 8044InteractionN 711Interacting with IAB DisplayRising Star Ads leads to asignificant lift in persuasion.Increased persuasionappears to be driven byChanged Thinking aboutthe brand and Relevanceof the brand message.Neutral 32StronglyDisagree 1Changed unterPERSUASION *Thoughts[Reversed]*significant at 95% Confidence IntervalAll items in each dimension were measured on a 5-point Agree-Disagree scale
24Reasons for InteractionBrand & Product Liking, Curiosity, And Learning Drives InteractionN 516Brand and Product Interestare obviously an importantreason for interaction.However, note howcuriosity, ad’s ability todraw in, and learning arecited as the reason forinteraction. This wouldsuggest that IAB Rising StarAds can drive interactionwith the ads by making theAds intriguing as well asmaking learning about thebrand entertaining andfun.I interacted with the Ad because I like the brand81% I am interested in the product76% the theadadmademadememecuriouscurious75% theadaddrewdrewmemeinin the74% I wanted to learn more I wanted to learn more it is an enjoyable way to learn about the product.it is an enjoyable way to learn about the product72%69% the message was relevant to me69%.it is a unique adJust entertainment maynot be enough of amotivation to interact as isseen from the low 43% ofusers who cite this as areason to interact.57% I wanted to be entertained43% I knew that interacting with the ad wouldn’t take me off the page43%Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
25Reasons for NO InteractionConsumers Usually Don’t Click On Or Interact With AdsN 782About 90% in this groupcite “Don’t usually Click /Interact with Ads” as theirmain reason for notinteracting. IAB DisplayRising Star had to get pastthis behavioral barrier forincreased effectiveness.Ads also have to provideadditional value in terms oflearning or information toinduce people to interactwith the ads.I did not interact with the Ad because I don’tdon’t usually Iusually clickclick ononadsads90% Iinteract withwith adsads I don’tdon’t usually interact87% thereabout thethe productsproducts therewaswasnothingnothingmoremore thatthat II wantedwanted to learn aboutadvertised71% I got all the information I needed without interacting with the ad54% I was afraid the ad would open a new page42% the ad did not seem uniqueAlmost one third also cite “Idid not know I couldinteract” as the reason fornot interacting. This callsfor making the interactionelements more salient inthe ads.40% the ad did not seem entertaining39% Iinteract withwith thetheadad.Ididn’tdidn’t knowknow I could interact the ad did not seem informative36%29%Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
Ad Comparison MetricsSome major findings from the Qualitative phase of the research werepresented in the survey to obtain statistical validation.
27New Ad Format vs. Traditional AdsIAB Display Rising Star Ads Preferred To Traditional AdsN 1515Overall, the IAB Display Rising Star Ads were considered more interactive, engaging, entertaining & attractive. Respondents felt that theygave the brands more personality as well as gave them more control and information. However, they were split on whether they found theads intrusive or annoying.Compared to the traditional online ads, the NEW Ad Format is more interactive69% gives more personality to the brand65% is more engaging64% gives me more control60% provides more information60% is more entertaining58% is more attractive58% is less annoying is less intrusive52%51%Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
28IAB Display Rising Star Ads are More InteractiveN 1515IAB Display Rising Star Ads are rated more interactive by most of respondents because they are able to stay on the page when they clickon the ad, there are many unique elements in the ad to play with, and it offers many different ways to interact with the ad.Compared to the traditional online ads, the NEW Ad Format IS MORE INTERACTIVE69% AgreeThe NEW Ad Format is MORE INTERACTIVE because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree I can stay on the page when clicking on it3.71 there are many unique elements to play with3.63 it provides so many different ways to interact with thead such as click, drag, expand, mute, etc.3.62The NEW Ad Format is LESS INTERACTIVE because 31% DisagreeScale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree there is not much I can interact with3.19 there are few elements I can interact with3.12 the ad will take me to another page wherever I click on it3.10
29IAB Display Rising Star Ads Have More PersonalityN 1515IAB Display Rising Star Ads present the brand story in a visually rich & exciting way which gives the brands more personality. However, somewere unable to relate to the story of the ads & did not find the ads cohesive as the content was not connected to the brand or product.Compared to the traditional online ads, the NEW Ad Format GIVES MORE PERSONALITY TO THE BRAND65% AgreeThe NEW Ad Format gives MORE PERSONALITY to the brand because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree the ad format is well suited to present the brand story3.71 the brand presentation is visually rich and exciting3.67 the ad is more about brand information than sales3.63 my experience is richer and more positive with such ads3.49The NEW Ad Format gives LESS PERSONALITY to the brand because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree35% Disagree it just wants to sell me a product3.69 I can’t relate to the story in the ad3.19 the message is not presented in any unique way3.19 the content had nothing to do with the brand2.74
30IAB Display Rising Star Ads are More EngagingN 1515The different elements to be explored, uniqueness of these elements & the website within an ad concept make the IAB Display Rising StarAds more engaging. However, some felt that the ad message took too long to unfold, making the ads less engaging.Compared to the traditional online ads, the NEW Ad Format IS MORE ENGAGING64% AgreeThe NEW Ad Format is MORE ENGAGING because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree it has different elements I can explore3.75 there are unique elements in the ad3.69 it’s like having a website in an ad3.65 it appeals to my learning style3.50 it has material relevant to me3.49The NEW Ad Format is LESS ENGAGING because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree36% Disagree I don’t like playing with this ad3.65 I don’t find it interesting3.59 it takes too much of my time to get the complete message3.40 the size is so large I would purposefully look away3.25 it has meaningless content3.21
31IAB Display Rising Star Ads Provide More ControlN 1515Respondents felt that IAB Display Rising Star Ads gave them more control with the ability to choose what to watch as well as interact withthe ad in different ways. However, some users have difficulty learning how to control and interact with the ads.Compared to the traditional online ads, the NEW Ad Format GIVES MORE CONTROL60% AgreeThe NEW Ad Format gives MORE CONTROL because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree it lets me choose what I want to watch3.87 I can interact with the ad in different ways3.81 I can easily skip to the sections I want to watch3.75The NEW Ad Format gives LESS CONTROL because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree40% Disagree the ad elements start playing automatically3.49 it is hard to figure out how to control the ad3.29 I had trouble closing the ad2.93
32IAB Display Rising Star Ads are More InformativeN 1515As the IAB Display Rising Star Ads allow the users to explore the message more fully and provide layers of information about the product,they are considered more informative. However, these ads take longer to process and some find the information overwhelming.Compared to the traditional online ads, the NEW Ad Format IS MORE INFORMATIVE60% Agree40% DisagreeThe NEW Ad Format is MORE INFORMATIVE because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree I can explore the ad to understand the message fully3.85 it provides relevant information about the product3.81 it has layers of information that I can access as I want3.78 it gives me information about the topic in general3.78 it provides information in an interesting way3.77 it gives me the information I need to make a purchase decision3.57The NEW Ad Format is LESS INFORMATIVE because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree it is more of a gimmick3.22 it requires more time to process3.07 there is meaningless information not related to the product2.93 the information is overwhelming2.67
33IAB Display Rising Star Ads are More AttractiveN 1515IAB Display Rising Star Ads are considered more attractive by a majority of respondents as they have attractive visuals, are consideredbetter produced and are overall more sophisticated looking.Compared to the traditional online ads, the NEW Ad Format IS MORE ATTRACTIVE58% AgreeThe NEW Ad Format is MORE ATTRACTIVE because it Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree has attractive visuals3.92 is better produced3.74 is more sophisticated looking3.70 is placed in a location I prefer3.56The NEW Ad Format is LESS ATTRACTIVE because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree42% Disagree it is placed in the middle of my content3.58 the size is too large3.32 there is too much going on in the ad3.19 the colors are too distracting2.67
34IAB Display Rising Star Ads are More EntertainingN 1515Respondents find IAB Display Rising Star Ads more entertaining than traditional ads as they are more creative, have unique elements, tell abetter story and have a sense of drama. However, some find them boring and dislike the fact that they do not auto-play.Compared to the traditional online ads, the NEW Ad Format IS MORE ENTERTAINING58% AgreeThe NEW Ad Format is MORE ENTERTAINING because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree it is more creative3.88 it has unique elements3.82 it is better at story telling3.58 it has a sense of drama3.24The NEW Ad Format is LESS ENTERTAINING because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree42% Disagree the presentation is boring3.14 there are no unique elements3.11 it is not very creative3.06 it does not play on its own2.79
35IAB Display Rising Star Ads Split on AnnoyanceN 1515Respondents are split on whether they find the IAB Display Rising Star Ads more or less annoying than traditional ads. While some do not .find the ads ‘pushy’ or vying for attention, some feel forced to watch the ads.Compared to the traditional online ads, the NEW Ad Format IS LESS ANNOYING52% AgreeThe NEW Ad Format is LESS ANNOYING because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree it does not try to push information on me3.83 the elements are not flashing to grab my attention3.82 the visuals are not distracting3.73The NEW Ad Format is MORE ANNOYING because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree48% Disagree I feel like I am forced to watch the ad3.56 the visuals are distracting3.18 the elements move too much3.09
36IAB Display Rising Star Ads Split on IntrusivenessN 1515Respondents are split on whether they find the IAB Display Rising Star Ads more or less intrusive. While they feel that the ads do not forcethemselves over the content, they find the ads too large and some consider that interrupting.Compared to the traditional online ads, the NEW Ad Format IS LESS INTRUSIVE51% AgreeThe NEW Ad Format is LESS INTRUSIVE because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree it does not force itself in front of the content I am reading3.95 it does not interrupt what I am doing on the page3.92 it does not take me away from the page when I click on it3.85The NEW Ad Format is MORE INSTRUSIVE because Scale of 1 to 5 where 1 Strongly Disagree & 5 Strongly Agree49% Disagree it interrupts what I am doing on the page3.70 it forces itself in front of the content I am reading3.68 it is too big in size3.41 it takes me away from the page when I click on it3.40
37Ad LikingIAB Display Rising Star Ads Liked Over Other AdsN 1515IAB Display Rising Star Adsare liked significantlyhigher than other kinds ofonline ads.Ads that allow you to interact without leaving the page3.42The NEW ad format shown in this survey3.22Several small ads on a web page2.94Targeted ads that are relevant to your browsing habitsThe feature of interactingwithin an ad withoutleaving the page isappealing to respondents.2.66Video ads that appear while watching video content2.21Ads that blink to draw attention2.14Video ads that automatically start playing2.03Ads that start playing sound automaticallyHowever, large ads thattake over the web page,even temporarily, are notappealing.1.95Large ads that take over the web page temporarily1.87Ads that pop up over the content of your webpage1.861234StronglyDislikeThere are many different types of ads online. Please rate how much you like or dislike the following types of ads.5StronglyLike
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Appendix39
40Interaction & Ad AttitudesMore Positive Ad Attitudes Leads To More Willingness To InteractN 1515Despite the negativeattitude towards onlineadvertising, a sizeableportion of the population iswilling to interact withRising Star Ads. Overall,37% of consumers say theyare likely to interact withIAB Display Rising Star Adsin the future.Overall, 37% of respondents would be likely to interact with ads in the future.88% likely to interact6% likely to interactwith ads in the future.with ads in the future.16% likely to interactwith ads in the future.59% likely to interactEven those with negativeattitudes towards onlineadvertising express someinterest in interaction withIAB Display Rising Star Ads.with ads in the future.24% likely to interactwith ads in the future.How likely would you be to interact with thistype of ad in the future?Please tell us which of the following bestdescribes your attitude about advertising.How likely would you be to interact with thistype of ad in the future?
Four IAB Display Rising Star Ad formats were used for the study. Ad units represented a mix of industries and creative executions. Ads selected for the study had to be available in both the IAB Display Rising Star Ad format as well as in the Legacy UAP Ad format to allow for comparison. 10 such pairs were selected for the study.
ADVERTISING OPTIONS InsightNews.com Over 1,000 impressions per day. Podcasts, local and world news. Online display and free classified advertising available. Sizing: All ad sizes in pixels IAB Skyscraper: 120 x 600 IAB Button (2): 120 x 90 IAB Medium Rectangle: 300 x 250 Front Page: IAB Skyscraper: 375 weekly IAB Button (2): 250 weekly
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IAB Cross-Media Ad Effectiveness Study 2 The IAB would like to thank its sponsors for their financial contribution to this study: Gold Sponsor: Bronze Sponsors: Intro and Background 3 The IAB, at the request of the IAB Research Council leadership and with support of the full Research Council, conducted a study to
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