IAB Adds Mobile Rising Stars Ad Formats

Allison Howen
by Allison Howen 10 Jun, 2013

To help brand marketers tell more captivating stories on the small screens of mobile devices, the Interactive Advertising Bureau (IAB) has added five Mobile Rising Stars formats into the official IAB Standard Ad Portfolio.

These new formats are released with findings from an in-market study conducted in partnership with Vibrant Media and comScore related to the "OREO Cookie vs. Creme" marketing campaign. The campaign shows that the IAB Mobile Rising Stars ad formats earn greater user interaction and deliver higher brand and message recall than standard mobile banner ads.

In fact, Mobile Rising Stars formats inspired almost twice the number of people to slide, swipe or tap than standard banners. For example, 9.3 percent of respondents interacted with the Mobile Rising Stars ad when presented with both types of ad formats on a mobile device, while only 5.2 percent interacted with the traditional banner.

Other findings reveal that a dominate 98.1 percent of consumers who interacted with a Mobile Rising Stars ad recalled the brand, and were 18 percent more likely to recall the advertised brand name than consumers who viewed a standard mobile banner ad. Plus, these consumers are also 23 percent more likely to recall the message advertised by the Rising Star format compared to those who viewed a standard mobile banner ad. In addition, 67 percent of consumers who interacted with a Mobile Rising Stars ad rated the ads better or much better than a standard mobile ad.

"Consumers interact on smartphones and tablets with a series of swipes, taps, scrolls and flips that go well beyond the basic click that we're used to focusing on with other digital screens," said Anne Hunter, Senior Vice President of Global Marketing Strategy, comScore. "That is why it is vital that marketers embrace mobile ad units that not only encompass those activities, but brings them to the forefront in rich canvasses that effectively deliver brand messages. This research clearly illustrates that the Mobile Rising Stars meet these criteria."

It is important to note that the new mobile formats are created to work across all major mobile platforms, and allow mobile ad buys at the same scale as typical online display buys.