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Orlando New York
IAB Topline Report
January 30th, 2015
2 Summary: Rising Stars Ads and Brand Equity
IAB Display Rising Star Ads generate 4X more AD RECALL compared to Legacy
UAP Ads.
IAB Display Rising Star Ads generate 3X more AD INTERACTION: 34% interacted
with an IAB Display Rising Star Ad as compared to only 11% who interacted with
a Legacy UAP Ad.
IAB Display Rising Star Ads show 30% Higher Brand Lift compared to Legacy UAP
Ads. Brand Lift is even stronger for those who interact with the IAB Display Rising
Star Ads.
Eye Tracking lab data shows 62% of Ad Impressions received a Gaze for IAB
Display Rising Star Ads as compared to 38% for Legacy UAP Ads.
The average gaze duration per respondent in a session for IAB Display Rising Star
Ads was 5X longer than Legacy UAP Ads (4.5 seconds versus 0.9 seconds
respectively).
3 Summary: Rising Stars Ads and Brand Equity
Ad effectiveness measurements show IAB Display Rising Star Ads draw
significantly higher ad Attention and Interest. They are also significantly more
Engaging and Persuasive.
IAB Display Rising Star Ads were also rated less Annoying and respondents were
less likely to avoid looking at these Ads compared to Legacy UAP ads.
When asked what they thought of the new IAB Display Rising Star Ad format
compared to the other traditional online Ads, about 65% of respondents think
that Rising Star ads give more personality to the brand, 64% think the ads are
more engaging, 60% that they give more control to the consumer, 60% think
Rising Star ad provide more information, and 58% think that they are more
entertaining or more attractive.
4 Research Objective
Are IAB Display Rising Stars Ads More Effective in Brand Building?
Research Objectives:
• Assess the Effectiveness of IAB Display Rising Star Ads in
brand building.
• Assess the role of Interactivity of IAB Display Rising Star
Ads on brand building.
Background:
The research done to date
on the IAB Display Rising Star
Ad units shows increased ad
interaction behaviors,
indicating higher degrees of
attention and involvement
than the Legacy Universal Ad
Package (UAP) Ads.
However, the question
remained whether the IAB
Display Rising Star Ads are
more effective than the
Legacy UAP Ads in brand
building.
5 Test Ads
Portrait Full Page Flex Pushdown Billboard
Four IAB Display Rising Star Ad formats were used for the study. Ad units represented a mix of industries and creative executions. Ads
selected for the study had to be available in both the IAB Display Rising Star Ad format as well as in the Legacy UAP Ad format to
allow for comparison. 10 such pairs were selected for the study.
6 Test Websites Created by C3R
Custom websites were
developed for the purpose of
the study. The websites were
fully interactive to allow for an
immersive browsing experience.
The websites provided the ability
to:
- Customize content
- Change advertisements freely
- Contain browsing activities
within the online space
Custom websites were developed for the free browsing activities conducted during the lab sessions and online survey.
Respondents browsed
freely through custom-built
travel and health websites.
The genres were selected
for their universal appeal.
In addition, the content in
the health and travel
genres are generally the
least sensitive to change
over time.
7 2 Phase Study Design
IDI Eye Tracker Sessions and Quantitative Survey
Qualitative and quantitative research was conducted to measure the effectiveness of IAB Display Rising Star ads over Legacy UAP
Ads in brand building.
Phase 1: IDI Eye Tracker Sessions
Qualitative in-lab individual eye tracker sessions
were conducted to observe user behavior and
gather respondent feedback on the IAB Display
Rising Star ads.
• N=96
• 10 Ad pairs were tested.
• 24 cells of n=4 each were exposed to 4 test
ads.
• Design allowed each Ad to be rated by at least
18 consumers.
• 2 Custom Websites.
Phase 2: National Online Survey
Quantitative online surveys were conducted to
validate qualitative findings and measure the
effectiveness of IAB Display Rising Star ads over
Legacy UAP Ads on brand building.
• Total N=1515
• 2 Survey Options were created to measure
effectiveness of Ads with Interaction or
without interaction.
• 10 Cells of n=60 (minimum) was obtained in
each of the 2 survey options.
• Design allowed each Ad to be rated by at least
120 respondents.
• 1 Custom Website.
Phase 1: Eye Tracker Lab
N=96
50/50 Browsing
Respondents were
asked to pay equal
attention to the
content on the custom
sites as well as other
elements including
advertising.
In-Lab Survey
Respondents were asked
to take a survey that
included:
• Unaided and Aided
recall.
• Partial exposure of test
ads followed by
attention ratings.
• Full ad Exposure
followed by
Engagement,
Persuasion and Brand
Ratings.
Qualitative
Interviews
Using the session
replay, respondents
interviewed to:
• Understand
processing of ads
through eye gaze.
• Gather feedback on
the IAB Display Rising
Star Ads.
Free Browsing
Respondents were
asked to freely browse
through two custom
websites for 15
minutes.
9
N=96
Eye Tracker Gaze Data
IAB Display Rising Star Ads Have More Engagement Across Metrics
Data based on Eye Tracking sessions.
IAB Display Rising Star
Ads
Legacy UAP Ads
Total Number of Ad Impressions 934 806
Number of Ad Impressions with Gaze 581 308
Percentage of Ad Impressions with Gaze 62.2% 38.2%
Total Number of Ad Fixations 4,432 831
Total Ad Fixation Duration (milliseconds) 920940 169120
Average Ad Fixation* Duration per Respondent
(milliseconds) in the session
4,525 881
Percent of Respondents with Gaze 93.7% 59.9%
Ad impressions with
gaze was 63%
higher for IAB Display
Rising Star Ads.
*Measures the combined duration of each individual fixation on an ad.
On average,
respondents spent
over 5x as long
viewing a RS ad
Phase 2: Quantitative Survey
Survey Option A with no Ad Interaction (n=804)
Survey Option B with Ad Interaction (n=711)
Option A: Respondents were force exposed to the test ads as they would naturally appear on the site without the ability to interact.
Option B: Respondents were force exposed to the test ads as they would naturally appear on the site with instructions to interact.
Ad Recall
Unaided and Aided
Brand recall was
measured after
respondents finished
the browsing session.
Respondents were also
asked if they interacted
with the ads.
Brand Ratings
Ad Ratings
• Test Ads were shown
in a brief exposure to
measure Attention
metrics.
• After full exposure,
Engagement,
Persuasion and Brand
Equity ratings were
obtained.
Hypothesis Testing
A series of hypotheses
developed from the
Qualitative Eye Tracker
sessions were tested to
measure reactions to
the IAB Display Rising
Star Ad format vs.
Legacy UAP Ad format.
Free Browsing
Respondents freely
browsed one custom
built site for
approximately 5
minutes, simulating a
natural browsing
experience.
11
N=1515
Unaided Ad Recall: Please try to recall as many advertisements as you
can.
Consumers Recall Seeing over One Third
of All IAB Display Rising Star Ads, almost
Four Times the Ad Recall of
Legacy UAP Ads
Unaided Ad Recall
Unaided Ad Recall Was 4X Higher For IAB Display Rising Star Ads
After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an
Unaided Ad Recall task.
34%
9%
Unaided Recall
IAB Display Rising Star Ads Legacy UAP Ads
12
N=1515
Aided Ad Recall: Please tell us which brands you recall seeing in your
session today.
Consumers Recall Seeing Half of All IAB
Display Rising Star Ads, almost Triple the
Ad Recall of Legacy UAP Ads
Aided Ad Recall
Aided Recall Was Nearly 3X Higher For IAB Display Rising Star Ads
After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an Aided
Ad Recall task from a list of shown ads and decoy ads.
50%
19%
Yes
IAB Display Rising Star Ads Legacy UAP Ads
13
C3Research’s proprietary quantitative model of Ad Processing was used to assess ad effectiveness. The model looks at Attention,
Engagement and Persuasion as the three dimensions of Ad Effectiveness that build brand equity and purchase intentions.
After completing the free browsing
and ad recall task, respondents
were exposed to a Legacy UAP
Ad and ad and brand ratings
were obtained as outlined below.
 The ads were first shown in a brief
exposure setting to obtain ratings on
the Attention dimension.
 The ads were then shown in a full
exposure setting followed by ratings
on Engagement, Persuasion and
Brand Rating metrics.
A second round of testing was
repeated for the IAB Display Rising
Star Ads.
Engagement
• Humor – 2 items
• Emotional – 2 items
• Annoying – 2 items
• Distasteful – 3 items
• Design – 2 items
• Creative – 2 items
• Entertaining – 2 items
Reliability Score (Cronbach Alpha)
Range: 0.75 to 0.90
Persuasion
• Changed Thinking – 2 items
• Relevance – 2 items
• Trust – 2 items
• Novelty – 2 items
• Useful Information – 2 items
• Counter Thoughts – 2 items
Reliability Score (Cronbach Alpha)
Range: 0.72 to 0.82
Attention
• Ad Avoidance – 2 items
• Comprehension – 2 items
• Fast Scrolling – 2 items
• Interest – 3 items
Reliability Score (Cronbach Alpha)
Range: 0.79 to 0.87
Ad Effectiveness & Brand Lift
C3Research AEP Model Was Used For Ad Effectiveness / Brand Lift
Brand Equity
• Brand Feelings
• Brand Consideration
• Brand Opinion
Brand Equity was measured only in post test after forced ad
exposures to avoid priming the respondents.
A Brand Equity Index Score was calculated as the average of
the three items and multiplying them by 100.
Each of the dimensions consisted of multiple scales as shown below:
Reliability Score (Cronbach Alpha) 0.95
After exposure to the ads, respondents were asked to rate them on a 5 point Likert scale on a
number of attributes used to assess Ad Effectiveness.
Results of regression analysis cited in reliability scores yield three dimensions related to
Ad Effectiveness (Attention, Engagement, Persuasion) and Brand Equity.
14 Brand Equity
IAB Display Rising Star Ads Show A Higher Brand Lift
N=1515
On average, IAB Display Rising Star
Ads experience a 29.5%higher
brand lift with respect to
Legacy UAP Ads
44
34
Brand Equity Index Score
IAB Display Rising Star Ads Legacy UAP Ads
Brand Equity Index* Score
* Index score calculated from a composite scale measuring Change in Brand
Opinion, Brand Feelings, and Brand Consideration. See slide 10 for details. Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
15
2
3
4
Avoidance
[Reversed]
Comprehension Scrolled Fast
[Reversed]
Interest ATTENTION
Rising Star Ads Standard Test Ads
N=1515
**Avoidance & Scrolled Fast values
were reversed to be comparable to
the other dimensions.
IAB Display Rising Star Ads Legacy UAP Ads
Strongly
Disagree=1
Neutral
Strongly
Agree=5
IAB Display Rising Star Ads
were rated more
interesting and received a
higher attention score.
Respondents were also less
likely to avoid such ads
compared to the Legacy
UAP Ads.
Legacy UAP Ads were
rated marginally higher in
ease of comprehension.
* * *†
† marginally significant at 90% Confidence Interval
Ads were more interesting and respondents were less likely to avoid IAB Display Rising Star Ads.
Ad Attention
IAB Display Rising Star Ads Draw More Attention
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
16 Ad Engagement
IAB Display Rising Star Are More Engaging
2
3
4
Humor Emotional
Response
Annoying
[Reversed]
Distasteful
[Reversed]
Design Creative Entertaining LIKING
Rising Star Ads Standard Test Ads
N=1515
**Annoying and Distasteful values
were reversed to be comparable to
the other dimensions.
Strongly
Agree=5
Neutral
Strongly
Disagree=1
AD
LIKING
IAB Display Rising Star Ads Legacy UAP Ads
* * * * * * *
*
IAB Display Rising Star Ads
were rated significantly
higher than Legacy UAP
Ads across ALL
Engagement dimensions.
Important to note that the
IAB Display Rising Star Ads
were considered less
annoying than Legacy
UAP Ads, despite the fact
that IAB Display Rising Star
Ads tend to be bigger in
size and longer in duration!
Ads were entertaining, creative, humorous, and evoked emotions. They were also less annoying.
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
17
2
3
4
Changed
Thinking
Relevance Trust Novelty Useful
Information
Counter
Thoughts
[Reversed]
PERSUASION
Rising Star Ads Standard Test Ads
Ad Persuasion
IAB Display Rising Stars Are More Persuasive Than UAP Ads
N=1515
* * * * * *
Strongly
Agree=5
Neutral
Strongly
Disagree=1
IAB Display Rising Star Ads
are more persuasive than
Legacy UAP Ads.
IAB Display Rising Star Ads
were perceived to provide
Useful and Trustworthy
information. The Ads were
also rated higher on
Novelty, Relevance, and
Changed Thinking about
the brand.
IAB Display Rising Star Ads Legacy UAP Ads
**Counter Thoughts values were
reversed to be comparable to the
other dimensions.
Ads were higher on Useful Information, Trust, Novelty, Changed Thinking, and Relevance.
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
Effects of Interaction on IAB Display Rising Star Ads
19
34%
11%
Definitely Yes
IAB Display Rising Star Ad Legacy UAP Ad
Ad Interaction
IAB Display Rising Star Ads Have 3X Higher Interaction Rates
After the naturalistic free browsing sessions, respondents were asked whether they had interacted with the ads. 34% of
respondents recalled interacting with IAB Display Rising Star Ads whereas only 11% recalled interacting with the Legacy
UAP Ads.
N=1515
Please tell us how many ads you interacted with during the web browsing session.
1 in 3 recall interacting with
IAB Display Rising Stars ads
3x higher interaction rate than
Legacy UAP ads
Effects of Interaction on IAB Display Rising Star Ads
During the forced exposure exercise, respondents either viewed the test ads with no ability to interact (Option A), or were
instructed to interact with the test ads (Option B).
Option A
N=804
Respondents were force
exposed to the test ads as
they would naturally appear
on the site without any
interaction.
Option B
N=711
Respondents were force
exposed to the test ads as
they would naturally appear
on the site with instructions
to interact.
21
The change in brand equity was
16.6%higher for respondents
who interacted with the IAB Display
Rising Star Ads.
Brand Equity
Interaction With IAB Display Rising Star Ads Lifts Brand Equity Further
In both survey options (with or without Interaction), positive brand equity is created. However, the change in brand
equity is stronger when respondents interact with the IAB Display Rising Star Ads in Survey Option B.
N=1515
Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
48
40
Brand Equity Index Score
Interaction (Option B) No Interaction (Option A)
Brand Equity Index* Score
* Index score calculated from a composite scale measuring Change in Brand
Opinion, Brand Feelings, and Brand Consideration. See slide 10 for details.
22
2
3
4
Humor Emotional
Response
Annoying
[Reversed]
Distasteful
[Reversed]
Design Creative Entertaining AD LIKING
No Interaction Interaction
Ad Engagement
Interaction Leads To Higher Ratings On Entertainment And Humor
Strongly
Disagree=1
Neutral
Strongly
Agree=5
Respondents who
interacted with IAB Display
Rising Star Ads rated them
higher on Humor,
Emotional Response, and
Entertainment suggesting a
deeper level of
engagement with the Ads.
N=804 N=711
*
*
*
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
23
2
3
4
Changed
Thinking
Relevance Trust Novelty Useful
Information
Counter
Thoughts
[Reversed]
PERSUASION
No Interaction Interaction
Ad Persuasion
Ads Are More Persuasive When Respondents Interact
N=804 N=711
* * *
Interacting with IAB Display
Rising Star Ads leads to a
significant lift in persuasion.
Increased persuasion
appears to be driven by
Changed Thinking about
the brand and Relevance
of the brand message.
Strongly
Disagree=1
Neutral
Strongly
Agree=5
All items in each dimension were measured on a 5-point Agree-Disagree scale
*significant at 95% Confidence Interval
24 Reasons for Interaction
Brand & Product Liking, Curiosity, And Learning Drives Interaction
N=516
Brand and Product Interest
are obviously an important
reason for interaction.
However, note how
curiosity, ad’s ability to
draw in, and learning are
cited as the reason for
interaction. This would
suggest that IAB Rising Star
Ads can drive interaction
with the ads by making the
Ads intriguing as well as
making learning about the
brand entertaining and
fun.
Just entertainment may
not be enough of a
motivation to interact as is
seen from the low 43% of
users who cite this as a
reason to interact.
I interacted with the Ad because…
43%
43%
57%
69%
69%
72%
74%
75%
76%
81%
…I knew that interacting with the ad wouldn’t take me off the page
…I wanted to be entertained
...it is a unique ad
…the message was relevant to me
...it is an enjoyable way to learn about the product
…I wanted to learn more
…the ad drew me in
…the ad made me curious
…I am interested in the product
…I like the brand
…the ad made me curious
…the ad drew me in
…I wanted to learn more
…it is an enjoyable way to learn about the product
Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
25
N=782
About 90% in this group
cite “Don’t usually Click /
Interact with Ads” as their
main reason for not
interacting. IAB Display
Rising Star had to get past
this behavioral barrier for
increased effectiveness.
Ads also have to provide
additional value in terms of
learning or information to
induce people to interact
with the ads.
Almost one third also cite “I
did not know I could
interact” as the reason for
not interacting. This calls
for making the interaction
elements more salient in
the ads.
I did not interact with the Ad because…
29%
36%
39%
40%
42%
54%
71%
87%
90%
…the ad did not seem informative
...I didn’t know I could interact with the ad
…the ad did not seem entertaining
…the ad did not seem unique
…I was afraid the ad would open a new page
…I got all the information I needed without interacting with the ad
…there was nothing more that I wanted to learn about the products
advertised
…I don’t usually interact with ads
…I don’t usually click on ads…I don’t usually click on ads
…I don’t usually interact with ads
…there was nothing more that I wanted to learn about the products
…I didn’t know I could interact with the ad
Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
Reasons for NO Interaction
Consumers Usually Don’t Click On Or Interact With Ads
Ad Comparison Metrics
Some major findings from the Qualitative phase of the research were
presented in the survey to obtain statistical validation.
27 New Ad Format vs. Traditional Ads
IAB Display Rising Star Ads Preferred To Traditional Ads
N=1515
Compared to the traditional online ads, the NEW Ad Format…
69%
65%
64%
60%
60%
58%
58%
52%
51%
… is more interactive
… gives more personality to the brand
… is more engaging
… gives me more control
… provides more information
… is more entertaining
… is more attractive
… is less annoying
… is less intrusive
Overall, the IAB Display Rising Star Ads were considered more interactive, engaging, entertaining & attractive. Respondents felt that they
gave the brands more personality as well as gave them more control and information. However, they were split on whether they found the
ads intrusive or annoying.
Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
28
…I can stay on the page when clicking on it 3.71
…there are many unique elements to play with 3.63
…it provides so many different ways to interact with the
ad such as click, drag, expand, mute, etc.
3.62
…there is not much I can interact with 3.19
…there are few elements I can interact with 3.12
…the ad will take me to another page wherever I click on it 3.10
IAB Display Rising Star Ads are rated more interactive by most of respondents because they are able to stay on the page when they click
on the ad, there are many unique elements in the ad to play with, and it offers many different ways to interact with the ad.
N=1515
IAB Display Rising Star Ads are More Interactive
The NEW Ad Format is MORE INTERACTIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is LESS INTERACTIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
69% Agree
31% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS MORE INTERACTIVE
29
…the ad format is well suited to present the brand story 3.71
…the brand presentation is visually rich and exciting 3.67
…the ad is more about brand information than sales 3.63
…my experience is richer and more positive with such ads 3.49
…it just wants to sell me a product 3.69
…I can’t relate to the story in the ad 3.19
…the message is not presented in any unique way 3.19
…the content had nothing to do with the brand 2.74
IAB Display Rising Star Ads present the brand story in a visually rich & exciting way which gives the brands more personality. However, some
were unable to relate to the story of the ads & did not find the ads cohesive as the content was not connected to the brand or product.
N=1515
IAB Display Rising Star Ads Have More Personality
65% Agree
35% Disagree
Compared to the traditional online ads, the NEW Ad Format…
GIVES MORE PERSONALITY TO THE BRAND
The NEW Ad Format gives MORE PERSONALITY to the brand because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format gives LESS PERSONALITY to the brand because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
30 IAB Display Rising Star Ads are More Engaging
…it has different elements I can explore 3.75
…there are unique elements in the ad 3.69
…it’s like having a website in an ad 3.65
…it appeals to my learning style 3.50
…it has material relevant to me 3.49
…I don’t like playing with this ad 3.65
…I don’t find it interesting 3.59
…it takes too much of my time to get the complete message 3.40
…the size is so large I would purposefully look away 3.25
…it has meaningless content 3.21
The different elements to be explored, uniqueness of these elements & the website within an ad concept make the IAB Display Rising Star
Ads more engaging. However, some felt that the ad message took too long to unfold, making the ads less engaging.
N=1515
Compared to the traditional online ads, the NEW Ad Format…
IS MORE ENGAGING
64% Agree
36% Disagree
The NEW Ad Format is MORE ENGAGING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is LESS ENGAGING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
31 IAB Display Rising Star Ads Provide More Control
…it lets me choose what I want to watch 3.87
…I can interact with the ad in different ways 3.81
…I can easily skip to the sections I want to watch 3.75
…the ad elements start playing automatically 3.49
…it is hard to figure out how to control the ad 3.29
…I had trouble closing the ad 2.93
The NEW Ad Format gives LESS CONTROL because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
Respondents felt that IAB Display Rising Star Ads gave them more control with the ability to choose what to watch as well as interact with
the ad in different ways. However, some users have difficulty learning how to control and interact with the ads.
N=1515
60% Agree
40% Disagree
Compared to the traditional online ads, the NEW Ad Format…
GIVES MORE CONTROL
The NEW Ad Format gives MORE CONTROL because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
32
…I can explore the ad to understand the message fully 3.85
…it provides relevant information about the product 3.81
…it has layers of information that I can access as I want 3.78
…it gives me information about the topic in general 3.78
…it provides information in an interesting way 3.77
…it gives me the information I need to make a purchase decision 3.57
The NEW Ad Format is MORE INFORMATIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
…it is more of a gimmick 3.22
…it requires more time to process 3.07
…there is meaningless information not related to the product 2.93
…the information is overwhelming 2.67
The NEW Ad Format is LESS INFORMATIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
As the IAB Display Rising Star Ads allow the users to explore the message more fully and provide layers of information about the product,
they are considered more informative. However, these ads take longer to process and some find the information overwhelming.
N=1515
IAB Display Rising Star Ads are More Informative
60% Agree
40% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS MORE INFORMATIVE
33
Compared to the traditional online ads, the NEW Ad Format…
IS MORE ATTRACTIVE
IAB Display Rising Star Ads are More Attractive
…has attractive visuals 3.92
…is better produced 3.74
…is more sophisticated looking 3.70
…is placed in a location I prefer 3.56
…it is placed in the middle of my content 3.58
…the size is too large 3.32
…there is too much going on in the ad 3.19
…the colors are too distracting 2.67
IAB Display Rising Star Ads are considered more attractive by a majority of respondents as they have attractive visuals, are considered
better produced and are overall more sophisticated looking.
N=1515
58% Agree
42% Disagree
The NEW Ad Format is LESS ATTRACTIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is MORE ATTRACTIVE because it…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
34 IAB Display Rising Star Ads are More Entertaining
…it is more creative 3.88
…it has unique elements 3.82
…it is better at story telling 3.58
…it has a sense of drama 3.24
…the presentation is boring 3.14
…there are no unique elements 3.11
…it is not very creative 3.06
…it does not play on its own 2.79
Respondents find IAB Display Rising Star Ads more entertaining than traditional ads as they are more creative, have unique elements, tell a
better story and have a sense of drama. However, some find them boring and dislike the fact that they do not auto-play.
N=1515
58% Agree
42% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS MORE ENTERTAINING
The NEW Ad Format is MORE ENTERTAINING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is LESS ENTERTAINING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
35
52% Agree
…it does not try to push information on me 3.83
…the elements are not flashing to grab my attention 3.82
…the visuals are not distracting 3.73
The NEW Ad Format is LESS ANNOYING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
48% Disagree
Compared to the traditional online ads, the NEW Ad Format…
IS LESS ANNOYING
…I feel like I am forced to watch the ad 3.56
…the visuals are distracting 3.18
…the elements move too much 3.09
The NEW Ad Format is MORE ANNOYING because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
….
N=1515
Respondents are split on whether they find the IAB Display Rising Star Ads more or less annoying than traditional ads. While some do not
find the ads ‘pushy’ or vying for attention, some feel forced to watch the ads.
IAB Display Rising Star Ads Split on Annoyance
36 IAB Display Rising Star Ads Split on Intrusiveness
Respondents are split on whether they find the IAB Display Rising Star Ads more or less intrusive. While they feel that the ads do not force
themselves over the content, they find the ads too large and some consider that interrupting.
N=1515
51% Agree
49% Disagree
The NEW Ad Format is LESS INTRUSIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
The NEW Ad Format is MORE INSTRUSIVE because…
Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
…it does not force itself in front of the content I am reading 3.95
…it does not interrupt what I am doing on the page 3.92
…it does not take me away from the page when I click on it 3.85
…it interrupts what I am doing on the page 3.70
…it forces itself in front of the content I am reading 3.68
…it is too big in size 3.41
…it takes me away from the page when I click on it 3.40
Compared to the traditional online ads, the NEW Ad Format…
IS LESS INTRUSIVE
37 Ad Liking
IAB Display Rising Star Ads Liked Over Other Ads
N=1515
IAB Display Rising Star Ads
are liked significantly
higher than other kinds of
online ads.
The feature of interacting
within an ad without
leaving the page is
appealing to respondents.
However, large ads that
take over the web page,
even temporarily, are not
appealing.
There are many different types of ads online. Please rate how much you like or dislike the following types of ads.
1.86
1.87
1.95
2.03
2.14
2.21
2.66
2.94
3.22
3.42
1 2 3 4 5
Ads that pop up over the content of your webpage
Large ads that take over the web page temporarily
Ads that start playing sound automatically
Video ads that automatically start playing
Ads that blink to draw attention
Video ads that appear while watching video content
Targeted ads that are relevant to your browsing habits
Several small ads on a web page
The NEW ad format shown in this survey
Ads that allow you to interact without leaving the page
Strongly
Dislike
Strongly
Like
200 PARK AVENUE
SUITE 1700
NEW YORK, NY 10166
646.632.3720
7560 RED BUG LAKE ROAD
SUITE 1030
OVIEDO, FL 32765
407.542.7751
39
Appendix
40 Interaction & Ad Attitudes
More Positive Ad Attitudes Leads To More Willingness To Interact
N=1515
Please tell us which of the following best
describes your attitude about advertising.
How likely would you be to interact with this
type of ad in the future?
Despite the negative
attitude towards online
advertising, a sizeable
portion of the population is
willing to interact with
Rising Star Ads. Overall,
37% of consumers say they
are likely to interact with
IAB Display Rising Star Ads
in the future.
Even those with negative
attitudes towards online
advertising express some
interest in interaction with
IAB Display Rising Star Ads.
How likely would you be to interact with this
type of ad in the future?
6% likely to interact
with ads in the future.
16% likely to interact
with ads in the future.
24% likely to interact
with ads in the future.
88% likely to interact
with ads in the future.
59% likely to interact
with ads in the future.
Overall, 37% of respondents would be likely to interact with ads in the future.

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IAB Rising Stars Study - January 30th 2015 - Topline Report

  • 1. Orlando New York IAB Topline Report January 30th, 2015
  • 2. 2 Summary: Rising Stars Ads and Brand Equity IAB Display Rising Star Ads generate 4X more AD RECALL compared to Legacy UAP Ads. IAB Display Rising Star Ads generate 3X more AD INTERACTION: 34% interacted with an IAB Display Rising Star Ad as compared to only 11% who interacted with a Legacy UAP Ad. IAB Display Rising Star Ads show 30% Higher Brand Lift compared to Legacy UAP Ads. Brand Lift is even stronger for those who interact with the IAB Display Rising Star Ads. Eye Tracking lab data shows 62% of Ad Impressions received a Gaze for IAB Display Rising Star Ads as compared to 38% for Legacy UAP Ads. The average gaze duration per respondent in a session for IAB Display Rising Star Ads was 5X longer than Legacy UAP Ads (4.5 seconds versus 0.9 seconds respectively).
  • 3. 3 Summary: Rising Stars Ads and Brand Equity Ad effectiveness measurements show IAB Display Rising Star Ads draw significantly higher ad Attention and Interest. They are also significantly more Engaging and Persuasive. IAB Display Rising Star Ads were also rated less Annoying and respondents were less likely to avoid looking at these Ads compared to Legacy UAP ads. When asked what they thought of the new IAB Display Rising Star Ad format compared to the other traditional online Ads, about 65% of respondents think that Rising Star ads give more personality to the brand, 64% think the ads are more engaging, 60% that they give more control to the consumer, 60% think Rising Star ad provide more information, and 58% think that they are more entertaining or more attractive.
  • 4. 4 Research Objective Are IAB Display Rising Stars Ads More Effective in Brand Building? Research Objectives: • Assess the Effectiveness of IAB Display Rising Star Ads in brand building. • Assess the role of Interactivity of IAB Display Rising Star Ads on brand building. Background: The research done to date on the IAB Display Rising Star Ad units shows increased ad interaction behaviors, indicating higher degrees of attention and involvement than the Legacy Universal Ad Package (UAP) Ads. However, the question remained whether the IAB Display Rising Star Ads are more effective than the Legacy UAP Ads in brand building.
  • 5. 5 Test Ads Portrait Full Page Flex Pushdown Billboard Four IAB Display Rising Star Ad formats were used for the study. Ad units represented a mix of industries and creative executions. Ads selected for the study had to be available in both the IAB Display Rising Star Ad format as well as in the Legacy UAP Ad format to allow for comparison. 10 such pairs were selected for the study.
  • 6. 6 Test Websites Created by C3R Custom websites were developed for the purpose of the study. The websites were fully interactive to allow for an immersive browsing experience. The websites provided the ability to: - Customize content - Change advertisements freely - Contain browsing activities within the online space Custom websites were developed for the free browsing activities conducted during the lab sessions and online survey. Respondents browsed freely through custom-built travel and health websites. The genres were selected for their universal appeal. In addition, the content in the health and travel genres are generally the least sensitive to change over time.
  • 7. 7 2 Phase Study Design IDI Eye Tracker Sessions and Quantitative Survey Qualitative and quantitative research was conducted to measure the effectiveness of IAB Display Rising Star ads over Legacy UAP Ads in brand building. Phase 1: IDI Eye Tracker Sessions Qualitative in-lab individual eye tracker sessions were conducted to observe user behavior and gather respondent feedback on the IAB Display Rising Star ads. • N=96 • 10 Ad pairs were tested. • 24 cells of n=4 each were exposed to 4 test ads. • Design allowed each Ad to be rated by at least 18 consumers. • 2 Custom Websites. Phase 2: National Online Survey Quantitative online surveys were conducted to validate qualitative findings and measure the effectiveness of IAB Display Rising Star ads over Legacy UAP Ads on brand building. • Total N=1515 • 2 Survey Options were created to measure effectiveness of Ads with Interaction or without interaction. • 10 Cells of n=60 (minimum) was obtained in each of the 2 survey options. • Design allowed each Ad to be rated by at least 120 respondents. • 1 Custom Website.
  • 8. Phase 1: Eye Tracker Lab N=96 50/50 Browsing Respondents were asked to pay equal attention to the content on the custom sites as well as other elements including advertising. In-Lab Survey Respondents were asked to take a survey that included: • Unaided and Aided recall. • Partial exposure of test ads followed by attention ratings. • Full ad Exposure followed by Engagement, Persuasion and Brand Ratings. Qualitative Interviews Using the session replay, respondents interviewed to: • Understand processing of ads through eye gaze. • Gather feedback on the IAB Display Rising Star Ads. Free Browsing Respondents were asked to freely browse through two custom websites for 15 minutes.
  • 9. 9 N=96 Eye Tracker Gaze Data IAB Display Rising Star Ads Have More Engagement Across Metrics Data based on Eye Tracking sessions. IAB Display Rising Star Ads Legacy UAP Ads Total Number of Ad Impressions 934 806 Number of Ad Impressions with Gaze 581 308 Percentage of Ad Impressions with Gaze 62.2% 38.2% Total Number of Ad Fixations 4,432 831 Total Ad Fixation Duration (milliseconds) 920940 169120 Average Ad Fixation* Duration per Respondent (milliseconds) in the session 4,525 881 Percent of Respondents with Gaze 93.7% 59.9% Ad impressions with gaze was 63% higher for IAB Display Rising Star Ads. *Measures the combined duration of each individual fixation on an ad. On average, respondents spent over 5x as long viewing a RS ad
  • 10. Phase 2: Quantitative Survey Survey Option A with no Ad Interaction (n=804) Survey Option B with Ad Interaction (n=711) Option A: Respondents were force exposed to the test ads as they would naturally appear on the site without the ability to interact. Option B: Respondents were force exposed to the test ads as they would naturally appear on the site with instructions to interact. Ad Recall Unaided and Aided Brand recall was measured after respondents finished the browsing session. Respondents were also asked if they interacted with the ads. Brand Ratings Ad Ratings • Test Ads were shown in a brief exposure to measure Attention metrics. • After full exposure, Engagement, Persuasion and Brand Equity ratings were obtained. Hypothesis Testing A series of hypotheses developed from the Qualitative Eye Tracker sessions were tested to measure reactions to the IAB Display Rising Star Ad format vs. Legacy UAP Ad format. Free Browsing Respondents freely browsed one custom built site for approximately 5 minutes, simulating a natural browsing experience.
  • 11. 11 N=1515 Unaided Ad Recall: Please try to recall as many advertisements as you can. Consumers Recall Seeing over One Third of All IAB Display Rising Star Ads, almost Four Times the Ad Recall of Legacy UAP Ads Unaided Ad Recall Unaided Ad Recall Was 4X Higher For IAB Display Rising Star Ads After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an Unaided Ad Recall task. 34% 9% Unaided Recall IAB Display Rising Star Ads Legacy UAP Ads
  • 12. 12 N=1515 Aided Ad Recall: Please tell us which brands you recall seeing in your session today. Consumers Recall Seeing Half of All IAB Display Rising Star Ads, almost Triple the Ad Recall of Legacy UAP Ads Aided Ad Recall Aided Recall Was Nearly 3X Higher For IAB Display Rising Star Ads After completing the free browsing exercise, respondents were asked to recall the brands they saw during their session in an Aided Ad Recall task from a list of shown ads and decoy ads. 50% 19% Yes IAB Display Rising Star Ads Legacy UAP Ads
  • 13. 13 C3Research’s proprietary quantitative model of Ad Processing was used to assess ad effectiveness. The model looks at Attention, Engagement and Persuasion as the three dimensions of Ad Effectiveness that build brand equity and purchase intentions. After completing the free browsing and ad recall task, respondents were exposed to a Legacy UAP Ad and ad and brand ratings were obtained as outlined below.  The ads were first shown in a brief exposure setting to obtain ratings on the Attention dimension.  The ads were then shown in a full exposure setting followed by ratings on Engagement, Persuasion and Brand Rating metrics. A second round of testing was repeated for the IAB Display Rising Star Ads. Engagement • Humor – 2 items • Emotional – 2 items • Annoying – 2 items • Distasteful – 3 items • Design – 2 items • Creative – 2 items • Entertaining – 2 items Reliability Score (Cronbach Alpha) Range: 0.75 to 0.90 Persuasion • Changed Thinking – 2 items • Relevance – 2 items • Trust – 2 items • Novelty – 2 items • Useful Information – 2 items • Counter Thoughts – 2 items Reliability Score (Cronbach Alpha) Range: 0.72 to 0.82 Attention • Ad Avoidance – 2 items • Comprehension – 2 items • Fast Scrolling – 2 items • Interest – 3 items Reliability Score (Cronbach Alpha) Range: 0.79 to 0.87 Ad Effectiveness & Brand Lift C3Research AEP Model Was Used For Ad Effectiveness / Brand Lift Brand Equity • Brand Feelings • Brand Consideration • Brand Opinion Brand Equity was measured only in post test after forced ad exposures to avoid priming the respondents. A Brand Equity Index Score was calculated as the average of the three items and multiplying them by 100. Each of the dimensions consisted of multiple scales as shown below: Reliability Score (Cronbach Alpha) 0.95 After exposure to the ads, respondents were asked to rate them on a 5 point Likert scale on a number of attributes used to assess Ad Effectiveness. Results of regression analysis cited in reliability scores yield three dimensions related to Ad Effectiveness (Attention, Engagement, Persuasion) and Brand Equity.
  • 14. 14 Brand Equity IAB Display Rising Star Ads Show A Higher Brand Lift N=1515 On average, IAB Display Rising Star Ads experience a 29.5%higher brand lift with respect to Legacy UAP Ads 44 34 Brand Equity Index Score IAB Display Rising Star Ads Legacy UAP Ads Brand Equity Index* Score * Index score calculated from a composite scale measuring Change in Brand Opinion, Brand Feelings, and Brand Consideration. See slide 10 for details. Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval
  • 15. 15 2 3 4 Avoidance [Reversed] Comprehension Scrolled Fast [Reversed] Interest ATTENTION Rising Star Ads Standard Test Ads N=1515 **Avoidance & Scrolled Fast values were reversed to be comparable to the other dimensions. IAB Display Rising Star Ads Legacy UAP Ads Strongly Disagree=1 Neutral Strongly Agree=5 IAB Display Rising Star Ads were rated more interesting and received a higher attention score. Respondents were also less likely to avoid such ads compared to the Legacy UAP Ads. Legacy UAP Ads were rated marginally higher in ease of comprehension. * * *† † marginally significant at 90% Confidence Interval Ads were more interesting and respondents were less likely to avoid IAB Display Rising Star Ads. Ad Attention IAB Display Rising Star Ads Draw More Attention All items in each dimension were measured on a 5-point Agree-Disagree scale *significant at 95% Confidence Interval
  • 16. 16 Ad Engagement IAB Display Rising Star Are More Engaging 2 3 4 Humor Emotional Response Annoying [Reversed] Distasteful [Reversed] Design Creative Entertaining LIKING Rising Star Ads Standard Test Ads N=1515 **Annoying and Distasteful values were reversed to be comparable to the other dimensions. Strongly Agree=5 Neutral Strongly Disagree=1 AD LIKING IAB Display Rising Star Ads Legacy UAP Ads * * * * * * * * IAB Display Rising Star Ads were rated significantly higher than Legacy UAP Ads across ALL Engagement dimensions. Important to note that the IAB Display Rising Star Ads were considered less annoying than Legacy UAP Ads, despite the fact that IAB Display Rising Star Ads tend to be bigger in size and longer in duration! Ads were entertaining, creative, humorous, and evoked emotions. They were also less annoying. All items in each dimension were measured on a 5-point Agree-Disagree scale *significant at 95% Confidence Interval
  • 17. 17 2 3 4 Changed Thinking Relevance Trust Novelty Useful Information Counter Thoughts [Reversed] PERSUASION Rising Star Ads Standard Test Ads Ad Persuasion IAB Display Rising Stars Are More Persuasive Than UAP Ads N=1515 * * * * * * Strongly Agree=5 Neutral Strongly Disagree=1 IAB Display Rising Star Ads are more persuasive than Legacy UAP Ads. IAB Display Rising Star Ads were perceived to provide Useful and Trustworthy information. The Ads were also rated higher on Novelty, Relevance, and Changed Thinking about the brand. IAB Display Rising Star Ads Legacy UAP Ads **Counter Thoughts values were reversed to be comparable to the other dimensions. Ads were higher on Useful Information, Trust, Novelty, Changed Thinking, and Relevance. All items in each dimension were measured on a 5-point Agree-Disagree scale *significant at 95% Confidence Interval
  • 18. Effects of Interaction on IAB Display Rising Star Ads
  • 19. 19 34% 11% Definitely Yes IAB Display Rising Star Ad Legacy UAP Ad Ad Interaction IAB Display Rising Star Ads Have 3X Higher Interaction Rates After the naturalistic free browsing sessions, respondents were asked whether they had interacted with the ads. 34% of respondents recalled interacting with IAB Display Rising Star Ads whereas only 11% recalled interacting with the Legacy UAP Ads. N=1515 Please tell us how many ads you interacted with during the web browsing session. 1 in 3 recall interacting with IAB Display Rising Stars ads 3x higher interaction rate than Legacy UAP ads
  • 20. Effects of Interaction on IAB Display Rising Star Ads During the forced exposure exercise, respondents either viewed the test ads with no ability to interact (Option A), or were instructed to interact with the test ads (Option B). Option A N=804 Respondents were force exposed to the test ads as they would naturally appear on the site without any interaction. Option B N=711 Respondents were force exposed to the test ads as they would naturally appear on the site with instructions to interact.
  • 21. 21 The change in brand equity was 16.6%higher for respondents who interacted with the IAB Display Rising Star Ads. Brand Equity Interaction With IAB Display Rising Star Ads Lifts Brand Equity Further In both survey options (with or without Interaction), positive brand equity is created. However, the change in brand equity is stronger when respondents interact with the IAB Display Rising Star Ads in Survey Option B. N=1515 Differences in Mean ratings of Brand Equity change were significant at 95% Confidence Interval 48 40 Brand Equity Index Score Interaction (Option B) No Interaction (Option A) Brand Equity Index* Score * Index score calculated from a composite scale measuring Change in Brand Opinion, Brand Feelings, and Brand Consideration. See slide 10 for details.
  • 22. 22 2 3 4 Humor Emotional Response Annoying [Reversed] Distasteful [Reversed] Design Creative Entertaining AD LIKING No Interaction Interaction Ad Engagement Interaction Leads To Higher Ratings On Entertainment And Humor Strongly Disagree=1 Neutral Strongly Agree=5 Respondents who interacted with IAB Display Rising Star Ads rated them higher on Humor, Emotional Response, and Entertainment suggesting a deeper level of engagement with the Ads. N=804 N=711 * * * All items in each dimension were measured on a 5-point Agree-Disagree scale *significant at 95% Confidence Interval
  • 23. 23 2 3 4 Changed Thinking Relevance Trust Novelty Useful Information Counter Thoughts [Reversed] PERSUASION No Interaction Interaction Ad Persuasion Ads Are More Persuasive When Respondents Interact N=804 N=711 * * * Interacting with IAB Display Rising Star Ads leads to a significant lift in persuasion. Increased persuasion appears to be driven by Changed Thinking about the brand and Relevance of the brand message. Strongly Disagree=1 Neutral Strongly Agree=5 All items in each dimension were measured on a 5-point Agree-Disagree scale *significant at 95% Confidence Interval
  • 24. 24 Reasons for Interaction Brand & Product Liking, Curiosity, And Learning Drives Interaction N=516 Brand and Product Interest are obviously an important reason for interaction. However, note how curiosity, ad’s ability to draw in, and learning are cited as the reason for interaction. This would suggest that IAB Rising Star Ads can drive interaction with the ads by making the Ads intriguing as well as making learning about the brand entertaining and fun. Just entertainment may not be enough of a motivation to interact as is seen from the low 43% of users who cite this as a reason to interact. I interacted with the Ad because… 43% 43% 57% 69% 69% 72% 74% 75% 76% 81% …I knew that interacting with the ad wouldn’t take me off the page …I wanted to be entertained ...it is a unique ad …the message was relevant to me ...it is an enjoyable way to learn about the product …I wanted to learn more …the ad drew me in …the ad made me curious …I am interested in the product …I like the brand …the ad made me curious …the ad drew me in …I wanted to learn more …it is an enjoyable way to learn about the product Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
  • 25. 25 N=782 About 90% in this group cite “Don’t usually Click / Interact with Ads” as their main reason for not interacting. IAB Display Rising Star had to get past this behavioral barrier for increased effectiveness. Ads also have to provide additional value in terms of learning or information to induce people to interact with the ads. Almost one third also cite “I did not know I could interact” as the reason for not interacting. This calls for making the interaction elements more salient in the ads. I did not interact with the Ad because… 29% 36% 39% 40% 42% 54% 71% 87% 90% …the ad did not seem informative ...I didn’t know I could interact with the ad …the ad did not seem entertaining …the ad did not seem unique …I was afraid the ad would open a new page …I got all the information I needed without interacting with the ad …there was nothing more that I wanted to learn about the products advertised …I don’t usually interact with ads …I don’t usually click on ads…I don’t usually click on ads …I don’t usually interact with ads …there was nothing more that I wanted to learn about the products …I didn’t know I could interact with the ad Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’ Reasons for NO Interaction Consumers Usually Don’t Click On Or Interact With Ads
  • 26. Ad Comparison Metrics Some major findings from the Qualitative phase of the research were presented in the survey to obtain statistical validation.
  • 27. 27 New Ad Format vs. Traditional Ads IAB Display Rising Star Ads Preferred To Traditional Ads N=1515 Compared to the traditional online ads, the NEW Ad Format… 69% 65% 64% 60% 60% 58% 58% 52% 51% … is more interactive … gives more personality to the brand … is more engaging … gives me more control … provides more information … is more entertaining … is more attractive … is less annoying … is less intrusive Overall, the IAB Display Rising Star Ads were considered more interactive, engaging, entertaining & attractive. Respondents felt that they gave the brands more personality as well as gave them more control and information. However, they were split on whether they found the ads intrusive or annoying. Data based on percent of respondents who selected ‘Agree’ or ‘Strongly Agree’
  • 28. 28 …I can stay on the page when clicking on it 3.71 …there are many unique elements to play with 3.63 …it provides so many different ways to interact with the ad such as click, drag, expand, mute, etc. 3.62 …there is not much I can interact with 3.19 …there are few elements I can interact with 3.12 …the ad will take me to another page wherever I click on it 3.10 IAB Display Rising Star Ads are rated more interactive by most of respondents because they are able to stay on the page when they click on the ad, there are many unique elements in the ad to play with, and it offers many different ways to interact with the ad. N=1515 IAB Display Rising Star Ads are More Interactive The NEW Ad Format is MORE INTERACTIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree The NEW Ad Format is LESS INTERACTIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree 69% Agree 31% Disagree Compared to the traditional online ads, the NEW Ad Format… IS MORE INTERACTIVE
  • 29. 29 …the ad format is well suited to present the brand story 3.71 …the brand presentation is visually rich and exciting 3.67 …the ad is more about brand information than sales 3.63 …my experience is richer and more positive with such ads 3.49 …it just wants to sell me a product 3.69 …I can’t relate to the story in the ad 3.19 …the message is not presented in any unique way 3.19 …the content had nothing to do with the brand 2.74 IAB Display Rising Star Ads present the brand story in a visually rich & exciting way which gives the brands more personality. However, some were unable to relate to the story of the ads & did not find the ads cohesive as the content was not connected to the brand or product. N=1515 IAB Display Rising Star Ads Have More Personality 65% Agree 35% Disagree Compared to the traditional online ads, the NEW Ad Format… GIVES MORE PERSONALITY TO THE BRAND The NEW Ad Format gives MORE PERSONALITY to the brand because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree The NEW Ad Format gives LESS PERSONALITY to the brand because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
  • 30. 30 IAB Display Rising Star Ads are More Engaging …it has different elements I can explore 3.75 …there are unique elements in the ad 3.69 …it’s like having a website in an ad 3.65 …it appeals to my learning style 3.50 …it has material relevant to me 3.49 …I don’t like playing with this ad 3.65 …I don’t find it interesting 3.59 …it takes too much of my time to get the complete message 3.40 …the size is so large I would purposefully look away 3.25 …it has meaningless content 3.21 The different elements to be explored, uniqueness of these elements & the website within an ad concept make the IAB Display Rising Star Ads more engaging. However, some felt that the ad message took too long to unfold, making the ads less engaging. N=1515 Compared to the traditional online ads, the NEW Ad Format… IS MORE ENGAGING 64% Agree 36% Disagree The NEW Ad Format is MORE ENGAGING because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree The NEW Ad Format is LESS ENGAGING because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
  • 31. 31 IAB Display Rising Star Ads Provide More Control …it lets me choose what I want to watch 3.87 …I can interact with the ad in different ways 3.81 …I can easily skip to the sections I want to watch 3.75 …the ad elements start playing automatically 3.49 …it is hard to figure out how to control the ad 3.29 …I had trouble closing the ad 2.93 The NEW Ad Format gives LESS CONTROL because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree Respondents felt that IAB Display Rising Star Ads gave them more control with the ability to choose what to watch as well as interact with the ad in different ways. However, some users have difficulty learning how to control and interact with the ads. N=1515 60% Agree 40% Disagree Compared to the traditional online ads, the NEW Ad Format… GIVES MORE CONTROL The NEW Ad Format gives MORE CONTROL because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
  • 32. 32 …I can explore the ad to understand the message fully 3.85 …it provides relevant information about the product 3.81 …it has layers of information that I can access as I want 3.78 …it gives me information about the topic in general 3.78 …it provides information in an interesting way 3.77 …it gives me the information I need to make a purchase decision 3.57 The NEW Ad Format is MORE INFORMATIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree …it is more of a gimmick 3.22 …it requires more time to process 3.07 …there is meaningless information not related to the product 2.93 …the information is overwhelming 2.67 The NEW Ad Format is LESS INFORMATIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree As the IAB Display Rising Star Ads allow the users to explore the message more fully and provide layers of information about the product, they are considered more informative. However, these ads take longer to process and some find the information overwhelming. N=1515 IAB Display Rising Star Ads are More Informative 60% Agree 40% Disagree Compared to the traditional online ads, the NEW Ad Format… IS MORE INFORMATIVE
  • 33. 33 Compared to the traditional online ads, the NEW Ad Format… IS MORE ATTRACTIVE IAB Display Rising Star Ads are More Attractive …has attractive visuals 3.92 …is better produced 3.74 …is more sophisticated looking 3.70 …is placed in a location I prefer 3.56 …it is placed in the middle of my content 3.58 …the size is too large 3.32 …there is too much going on in the ad 3.19 …the colors are too distracting 2.67 IAB Display Rising Star Ads are considered more attractive by a majority of respondents as they have attractive visuals, are considered better produced and are overall more sophisticated looking. N=1515 58% Agree 42% Disagree The NEW Ad Format is LESS ATTRACTIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree The NEW Ad Format is MORE ATTRACTIVE because it… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
  • 34. 34 IAB Display Rising Star Ads are More Entertaining …it is more creative 3.88 …it has unique elements 3.82 …it is better at story telling 3.58 …it has a sense of drama 3.24 …the presentation is boring 3.14 …there are no unique elements 3.11 …it is not very creative 3.06 …it does not play on its own 2.79 Respondents find IAB Display Rising Star Ads more entertaining than traditional ads as they are more creative, have unique elements, tell a better story and have a sense of drama. However, some find them boring and dislike the fact that they do not auto-play. N=1515 58% Agree 42% Disagree Compared to the traditional online ads, the NEW Ad Format… IS MORE ENTERTAINING The NEW Ad Format is MORE ENTERTAINING because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree The NEW Ad Format is LESS ENTERTAINING because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree
  • 35. 35 52% Agree …it does not try to push information on me 3.83 …the elements are not flashing to grab my attention 3.82 …the visuals are not distracting 3.73 The NEW Ad Format is LESS ANNOYING because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree 48% Disagree Compared to the traditional online ads, the NEW Ad Format… IS LESS ANNOYING …I feel like I am forced to watch the ad 3.56 …the visuals are distracting 3.18 …the elements move too much 3.09 The NEW Ad Format is MORE ANNOYING because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree …. N=1515 Respondents are split on whether they find the IAB Display Rising Star Ads more or less annoying than traditional ads. While some do not find the ads ‘pushy’ or vying for attention, some feel forced to watch the ads. IAB Display Rising Star Ads Split on Annoyance
  • 36. 36 IAB Display Rising Star Ads Split on Intrusiveness Respondents are split on whether they find the IAB Display Rising Star Ads more or less intrusive. While they feel that the ads do not force themselves over the content, they find the ads too large and some consider that interrupting. N=1515 51% Agree 49% Disagree The NEW Ad Format is LESS INTRUSIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree The NEW Ad Format is MORE INSTRUSIVE because… Scale of 1 to 5 where 1=Strongly Disagree & 5=Strongly Agree …it does not force itself in front of the content I am reading 3.95 …it does not interrupt what I am doing on the page 3.92 …it does not take me away from the page when I click on it 3.85 …it interrupts what I am doing on the page 3.70 …it forces itself in front of the content I am reading 3.68 …it is too big in size 3.41 …it takes me away from the page when I click on it 3.40 Compared to the traditional online ads, the NEW Ad Format… IS LESS INTRUSIVE
  • 37. 37 Ad Liking IAB Display Rising Star Ads Liked Over Other Ads N=1515 IAB Display Rising Star Ads are liked significantly higher than other kinds of online ads. The feature of interacting within an ad without leaving the page is appealing to respondents. However, large ads that take over the web page, even temporarily, are not appealing. There are many different types of ads online. Please rate how much you like or dislike the following types of ads. 1.86 1.87 1.95 2.03 2.14 2.21 2.66 2.94 3.22 3.42 1 2 3 4 5 Ads that pop up over the content of your webpage Large ads that take over the web page temporarily Ads that start playing sound automatically Video ads that automatically start playing Ads that blink to draw attention Video ads that appear while watching video content Targeted ads that are relevant to your browsing habits Several small ads on a web page The NEW ad format shown in this survey Ads that allow you to interact without leaving the page Strongly Dislike Strongly Like
  • 38. 200 PARK AVENUE SUITE 1700 NEW YORK, NY 10166 646.632.3720 7560 RED BUG LAKE ROAD SUITE 1030 OVIEDO, FL 32765 407.542.7751
  • 40. 40 Interaction & Ad Attitudes More Positive Ad Attitudes Leads To More Willingness To Interact N=1515 Please tell us which of the following best describes your attitude about advertising. How likely would you be to interact with this type of ad in the future? Despite the negative attitude towards online advertising, a sizeable portion of the population is willing to interact with Rising Star Ads. Overall, 37% of consumers say they are likely to interact with IAB Display Rising Star Ads in the future. Even those with negative attitudes towards online advertising express some interest in interaction with IAB Display Rising Star Ads. How likely would you be to interact with this type of ad in the future? 6% likely to interact with ads in the future. 16% likely to interact with ads in the future. 24% likely to interact with ads in the future. 88% likely to interact with ads in the future. 59% likely to interact with ads in the future. Overall, 37% of respondents would be likely to interact with ads in the future.