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IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
IAB rising stars ad units vs standard ad units - webinar - Feb 2012
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IAB rising stars ad units vs standard ad units - webinar - Feb 2012

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Rising Stars ad units tap into the breadth of cutting-edge technology available today, providing new tools that resonate with consumers and serve as powerful vehicles for advertisers. The creative …

Rising Stars ad units tap into the breadth of cutting-edge technology available today, providing new tools that resonate with consumers and serve as powerful vehicles for advertisers. The creative agencies, brand marketers, publishers and other media experts who have contributed to the development of and tremendous surge in the adoption of the IAB Rising Stars have kick-started the next generation of interactive advertising

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  • 1. Testing Attention, Interaction & Emotion IAB Research conducted with IPG Media Lab, MOAT, GazeHawk, & Affectiva IAB Rising Stars Ad Units 0 Kristina Sruoginis, IAB Research Director kristina@iab.net Feb. 2012
  • 2. Goal: Do Rising Stars Ads Work?  Users’ interactions and reactions were monitored (mouse interactions, eye tracking and facial expressions) as they were exposed to either a Rising Stars ad or a standard ad (same ad, same content page), and then followed by a survey.  Sample was 543 online respondents with webcams, willing to turn them on for eye-tracking & facial coding  All responses were collected Feb. 8 – 13, 2012 1 50% 48% 50% 52% Gender - Study Gender - Internet Female Male 10% 15% 23% 21% 21% 10% 15% 21% 21% 21% 14% 9% 18-24 25-34 35-44 45-54 55-64 65+ Age - Study Age - Internet IAB Rising Stars Research with IPG MediaLab, Feb. 2012
  • 3. Industry First Measurement 2 OnlinePanelViews PagewithWebcam On Standard Ad Unit Rising Star Ad Unit Survey Eye Tracking Facial Coding Behavioral Mouse Interactions FINAL COMBINED ANALYSIS Note that Eyetracking numbers and Universal Interaction Time numbers are proportionately representative. Different methodologies of each result in Universal Interaction Time appearing to differ from Eyetracking time. IAB Rising Stars Research with IPG MediaLab, Feb. 2012
  • 4. Beyond the Click: Key Metrics 3 The percent of users who purposely enter the frame of an ad continuously for at least 0.5 seconds or more The average amount of time users spent on the ad Universal Interaction Rate Universal Interaction Time IAB Rising Stars Working Definition: Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or at 60 seconds, whichever happens first. IAB Rising Stars Working Definition: Universal Interaction Rate refers to the number of times user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer (max. of one interaction per load) divided by the number of times ad fully loads on page (max. one ad load per page).
  • 5. Results IAB Research conducted with IPG Media Lab, Moat, GazeHawk, & Affectiva IAB Rising Stars Ad Units 4 Feb. 2012
  • 6. 38% 15% Universal Interaction Rate Rising Stars Get More Interaction Than Standard Ads 5 IAB Rising Stars Research with IPG MediaLab, Feb. 2012 Universal Interaction Rate refers to the number of times user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer (max. of one interaction per load) divided by the number of times ad fully loads on page (max. one ad load per page). Users Are 2.5 Times More Likely to Interact with Rising Stars Ads Rising Stars Ad Standard Ad
  • 7. 15.8 7.9 Rising Stars Ad Standard Ad Universal Interaction Time (seconds) Users Spend Twice as Much Time With Rising Stars Ads 6 IAB Rising Stars Research with IPG MediaLab, Feb. 2012 2x More Interaction with Rising Stars Universal Interaction Time is defined as the average length of a time that a user’s mouse enters frame of ad and is active (not parked) for 0.5 seconds or longer and ends when the mouse leaves the ad frame, or 60 seconds, whichever happens first.
  • 8. 8.1 18.7 Average Reaction Time (Seconds) Users Take Less Time to React to Rising Stars Ads 7 IAB Rising Stars Research with IPG MediaLab, Feb. 2012  Half as long to mouse over a Rising Stars ad than to interact with standard ads Avg. Reaction Time refers to the time it takes to react or the average time between ad load and mouse interaction in seconds 2x Quicker to Interact with Rising Stars Rising Stars Ad Standard Ad
  • 9. Users Spend 32% More Time Viewing Rising Stars Ads  Users spent one-third more time viewing Rising Stars ads than standard ads  Users spend twice as much time viewing a Billboard Rising Star ad than a standard ad 8 IAB Rising Stars Research with IPG MediaLab, Feb. 2012 32% More Time Viewing RS ads 215% More Time Viewing RS Billboard Ads Incumbent ads were either a 728 x 90 or a 250 x 300. Viewing time is based on eyetracking metrics.
  • 10. Consumers Spend More Time on the Page Viewing Rising Star Ads  One-quarter of users’ time spent on the page is on a Rising Stars ad of similar placement  That’s three times more viewing time than on a standard ad  The Billboard Rising Star ad got the most viewing time of all, at 12.3 sec. 9 IAB Rising Stars Research with IPG MediaLab, Feb. 2012 9% % of Time on the Page Spent Viewing Ad Similarly Placed Rising Stars Ads % of Time on the Page Spent Viewing Ad Similarly Placed Standard Ad 3x Longer on RS ads 26% Similarly placed ads consist of vertical ads. Viewing time is based on eyetracking metrics. Std. Ad RS Ad 91% Eyegaze is on rest of page 74% Eyegaze is on rest of page Rising Stars AdStandard Ad
  • 11. 27% 14% 14% 16% 11% 14% 18% 32% 20% 18% 22% 18% 18% 23% The ads were well designed The ads were more engaging than most ads I see online The ads positively added to my experience on the site The ads on this site were enjoyable The ads on this site improved my impression of the site The ads on this site gave me useful info about the products advertised Overall satisfaction with design of website you just saw (very satisfied) Standard Ads Rising Stars Ads 10 Users Generally Like Rising Stars Ads  One in three users thought Rising Stars ads were well designed  Roughly one in five found Rising Stars ads to be more “engaging” than standard ads  Nearly one in five found the ads to be “enjoyable”, “useful” and to “improve my impression of the website” IAB Rising Stars Research with IPG MediaLab, Feb. 2012 % Agree
  • 12. Thank You Research conducted with IPG Media Lab, Moat, GazeHawk, & Affectiva IAB Rising Stars Ad Unit Portfolio 11 Questions? Kristina Sruoginis, Research Director IAB kristina@iab.net Peter Minnium, Head of Brands IAB peter@iab.net

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