The document discusses high-impact ad formats like full-screen takeovers, large-canvas displays, and skins, highlighting their effectiveness in engaging users and facilitating social sharing. It presents data on how these formats influence retransmission rates and brand choice through key attributes such as uniqueness and emotional resonance. The findings are based on a survey of 3,000 respondents, and additional resources are available through the provided link.

1. FORMAT DEFINITIONS
FULL-SCREEN TAKEOVERS cover either the entire webpage or a large portion of it. Represented by PageGrabber® and ScreenShift®.
LARGE-CANVAS DISPLAY UNITS offer interactive functionality and large pixel size within standard ad slots. Represented by the six IAB Rising Stars.
SKINS surround page content and remain on the page during scrolling. Represented by PageSkin™
.
How do high impact formats affect
retransmission, or social action?
RETRANSMISSION
100
STANDARD DISPLAY
131
LARGE-CANVAS DISPLAY
171
FULL-SCREEN INTERACTIVE
207
PAGEGRABBER®
100
SKINS/WRAPS
SOCIAL NETWORK SHARING
158 155
SKINS
149
FULL-SCREEN INTERACTIVE
158
STANDARD DISPLAY
FULL-SCREEN INTERACTIVE
LARGE-CANVAS DISPLAY
STANDARD DISPLAY
161
LARGE-CANVAS DISPLAY
What type of social actions are affected?
SKINS
How do high impact formats affect
brand choice?
is a composite score
of 4 key ad attributes:
“is an ad people will
talk about,” “is for
people like me,” “is
unique,” “is emotive.”
PERSONAL RECOMMENDATIONS
SOCIAL NETWORK SHARING includes, but is not limited to: “Share on Facebook,”
“Become a fan,” “Share on Twitter,” “Write a note about this ad on a blog.”
PERSONAL RECOMMENDATIONS include: “Send an email to family or friends about
SCREENSHIFT
®
PAGEGRABBER
®
PORTRAIT
info@undertone.com
Source: Panel survey, Total N=3,000
PUSHDOWN
212.685.8000
some aspect of this ad,” “talk about some aspect of this ad with family or friends.”
@AccessUndertone
Download the full whitepaper at undertone.com/research