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BizReport : Advertising archives : March 08, 2012

Interactive ad formats more engaging finds report

As TRUSTe unveils the new EU Cookie Audit, brands are wondering how ad formats are shaping up across the digital space. According to one report, interactivity is at the heart of engagement these days.

by Kristina Knight

The EU Cookie Audit service, available in the US and Europe, is set up to help advertisers remain in compliance with the new EU cookie law which requires brands to get permission before storing or accessing consumer information through things like browser cookies. Cookies has long offered targeting information to brands, helping to serve more relevant ads to consumers.

As for the types of ads consumers are finding engaging, MediaMind research found that dwell rates are 32% higher with interactive ad formats than with standard banners. In fact, homepage takeover ads saw 67% dwell rate compared to a 32% dwell rate for 'plain' banners. Video extender ad formats also saw more engagement as did pushdown banners. However, all is not sunny in Interactive Ad Land.

Data from a YouGov/Upstream study of UK and US adults found that 66% feel they're already served too much advertising. To the point, in fact, that some say they'll stop using a product or service if the brand advertises too often. According to the report:

• 66% of UK, 66% of US adults 'will unsubscribe' from too-frequent branded promotions
• 28% of US, 37% of UK adults 'will respond negatively' to future messages
• 11% of US and 10% of UK adults also say they 'would protest' too-frequent messaging via social networks

The Upstream study was focused on mobile banner ads, but correlations can be drawn to online banners, as well.

The takeaway? Interactive ad formats are more engaging, but brands should use all ads with caution. Especially in mobile, too many ads can turn off more consumers than an interactive ad can engage.

Tags: banner ads, dwell rates, interactive banners, MediaMind, mobile banners, mobile marketing, online advertising, TRUSTe, Upstream

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