Are Rising Stars Burning Up or Burning Out?
Digital advertising network Jivox recently released its 2014 benchmark report on the IAB's Rising Stars ad units, analyzing more than 2.7 billion impressions to determine the performance of the emerging formats.
Since 2012, the original six Rising Stars have been expanded to include 16 additional units/formats, all of which seem to perform significantly higher than traditional IAB banner ad formats (see below). While the Rising Star formats are still relatively new and impression rates are still somewhat low, the Jivox data suggests brands are incorporating interactive units as part of their digital advertising strategy.
Highlights of the 2014 benchmark report include:
+ While standard banners make up a far larger portion of the current digital advertising spend, significantly higher ROI is achieved with interactive ads that actively engage viewers. The Jivox report revealed that teh Interactivity Rate (iRate) increased by 31.4 percent when using the Rising Stars formats.
+ Viewability matters more than location or size according to Jivox. Customers seem to respond by engaging more often and for longer periods of time with interactive ads regardless of where they are on the page or what their relative size is. For interactive ads like those of the Rising Star variety, viewability is the largest predictor of engagement, followed by size.
+ Jivox suggests that HTML5 is at the epicenter of the digital advertising market and will become even more entrenched in the coming years. Overall interactions increased by 30 percent when ads had multi-screen capability and were not just Flash-based.
+ The top performing IAB Rising Star formats are: 1) Billboards, 2) Filmstrip and 3) Pushdowns. The third-place ranking of “pushdowns” was slightly surprising as Jivox indicated it is one of the most popular and effective new formats – but its pre-expansion size may be a gating factor for users.
“The majority of the advertising world still has no idea that they could double their ROI by simply switching out the old-school ad formats they use,” said Diaz Nesamoney, CEO and founder of Jivox. “We found that engagement increased by more than 100 percent when using the new IAB Rising Stars formats. This is a no brainer for smart advertisers, agencies and publishers, who want to create highly engaging ads that can scale.”