Rising Stars ads were found to be more engaging and interactive than standard ads based on several metrics: 1) Rising Stars ads had a 38% universal interaction rate compared to 15% for standard ads, meaning users were over 2.5 times more likely to interact with Rising Stars ads. 2) Users spent on average 15.8 seconds interacting with Rising Stars ads versus 7.9 seconds for standard ads, spending twice as much time. 3) Users reacted more quickly to Rising Stars ads, taking on average 8.1 seconds to interact versus 18.7 seconds for standard ads.

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