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Study: Rich Media Mobile Ads Create More User Interaction Than Standard Banners

  |  June 11, 2013   |  Comments

A new study from the IAB, Vibrant Media, and comScore finds that Mobile Rising Stars ads garner more user interaction than standard mobile banner ads.

The Interactive Advertising Bureau announced the addition of five Mobile Rising Stars formats to the IAB Standard Ad Portfolio yesterday at the IAB Cross-Screen Content & Consumers: AfterFronts conference in New York City. The announcement was made along with findings from a study conducted in partnership with comScore and Vibrant Media and in collaboration with Oreo.

"Mobile has the potential to become a primary venue by which marketers can deliver visually compelling creative to consumers," said Peter Minnium, head of brand initiatives at the IAB, in the press release. "Bringing the Mobile Rising Stars into the IAB Standard Ad Portfolio signifies a turning point in being able to deliver on mobile's promise - at scale."

The in-market study looked at results from mobile ads running against the Oreo Cookie vs. Creme marketing campaign that launched this past February. Based on responses from 1,600 adults ages 18 to 54 on iOS devices in March and April, the results showed that the IAB Mobile Rising Stars ad formats glean more user interaction and deliver higher brand and message recall than standard mobile banner ads.

The study found that the Mobile Rising Stars ads inspire more consumer interaction and positive opinions among consumers than standard banner ads, and that 98.1 percent of consumers who interacted with a Mobile Rising Stars ad were able to recall the brand. Consumers were also 23 percent more likely to recall the message from the ad than consumers who viewed a standard mobile banner ad.

It was also found that consumers had a more positive experience with the Mobile Rising Stars ads, with 67 percent rating the ads "better" or "much better" than a standard mobile ad. The Mobile Rising Stars ads also inspired about twice the number of people to slide, swipe, or tap over standard banners.

"Working on this research has shown that the IAB Mobile Rising Star formats' enhanced interaction functions and consumer controls deliver an innovative brand experience that has positive impact," said Cella Irvine, CEO at Vibrant Media, in the press release. "The findings demonstrate the need for brands to adopt more ad experiences that deliver interactivity and creativity at scale to connect brands and consumers in engaging ways, as opposed to standard, non-optimized mobile experiences that consumers have come to expect from mobile advertising."

The participants in the study were invited to take a survey on their mobile device, where they were shown a mock web page that simulated web viewing and were exposed to one of eight test scenarios. These included six different Mobile Rising Stars units, a standard mobile banner, or no ad. The interaction rate was defined by percentage of consumers who intentionally entered the frame of an ad for at least half a second.

The study aimed to address the mobile challenges facing marketers today, including how to grab and hold the attention of a mobile audience, how to deliver rich creative ad experiences that inspire interaction, and how to prove that mobile is working.

You can see the complete study here.

Image on home page via Shutterstock.

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ABOUT THE AUTHOR

Caitlin Rossman

Caitlin Rossman was Associate Editor at ClickZ until September 2013, where she had been working since 2009. She previously worked as a Copy Editor for The New York Post. Caitlin received her BA in journalism from New York University.

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