Say goodbye to that old 468x60 banner ad. The Interactive Advertising Bureau (IAB) has officially released a new Standard Ad Unit Portfolio which includes a range of formats including the IAB Rising Stars Display ad units and six new interactive ad units. The entire lineup of standard ad units can be accessed here.
In order to measure the new unit’s ability to "deliver at scale", the IAB partnered with IPG Media Lab to conduct research that looked at attentiveness, emotive response and brand lift. The research findings reveal that consumers interact significantly more with Rising Stars ad formats than with incumbent standard ad units (such as the leaderboard and medium rectangle).
In fact, users were 2.5 times more likely to interact with a Rising Stars ad unit than a standard ad unit, spent twice as much time interacting with the ad and took less time to react to the ad (two times quicker than with standard ads). Along with increased interaction, eye-tracking showed that users viewed ads longer (31 percent more) with Rising Stars units versus standard formats.
“The new IAB portfolio allows creatives to tell bigger, bolder brand stories,” says Randall Rothenberg, president and CEO of the IAB. “The new units offer more space, greater functionality, and a broader range of user experiences—providing a collection of next-generation interactive canvases designed to leverage the rich, immersive benefits of digital.”