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BizReport : Mobile Marketing : June 11, 2013

Study shows effectiveness of Mobile Rising Stars format

Mobile ad formats have shown surprisingly high rates of engagement across the space, but a new study indicates the Mobile Rising Star unit is pushing engagement levels even higher. Researchers found the units doubled the interaction rate of standard banners and is also pushing greater brand impact.

by Kristina Knight

Because of the study results, which focused on the OREO Cookie vs. Crème ads, the IAB is putting the format into the Standard Ad portfolio. The report shows:

• Mobile Rising Star ad units encourage double the number of swipes, taps or slides via mobile device compared to regular ads
• Mobile Rising Star ad units have a nearly 10% interaction rate via mobile
• 98% of those who engaged with an MRS unit recalled the brand
• MRS units show an 23% higher message recall rate vs. standard mobile units

"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, IAB. "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. This is the next step in driving adoption, so publishers, media buyers, and creatives can work together to enhance the interactivity and performance of mobile ad campaigns to the benefit of both consumers and brands."

"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."

The full study can be downloaded here.

Image via Shutterstock

Tags: IAB, mobile ad formats, mobile marketing, Mobile Rising Star

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