Mobile Rising Stars Ad Interaction & Effectiveness research – by IAB US

Results from the Vibrant/IAB Mobile Rising Stars research (June 2013) support the value of interactive mobile ads to engage users, drive brand performance and create a positive ad experience.
KEY FINDINGS: IAB & Vibrant Mobile Rising Stars ads inspire more user interaction, branding performance and positive user opinions versus standard banner ads.
  • Mobile Rising Stars ads inspire users to interact with the ad
    generating nearly 2x the interaction
    consumers are 79% more likely to interact with an IAB Mobile Rising Stars Ad than they are with a standard Mobile Banner Ad
  • Consumers react quicker to Mobile Rising Stars Ads
    Mobile Rising Stars units inspire a quicker response — about 9 seconds faster than standard mobile ads
  • Interacting with Mobile Rising Stars Ads leads to higher brand and message recall
    Users interacting with Mobile Rising Stars ads are 18% more likely to recall the brand name and 23% more likely to recall the brand message advertised vs. viewing a standard banner ad.
  • Interacting with Mobile Rising Stars ads increases positive user perceptions of mobile ads leading to stronger ad receptivity compared to viewing standard banner ads:
    Ads are attention grabbing: +43% higher
    Enjoyable/fun: +38% higher
    Better than other mobile ads+22% higher

KEY FINDING: Viewing ads on mobile screens delivers brand impact – especially on tablets

  • Mobile ads achieve high levels of performance in brand recall and message recall overall, with tablets higher
  • Nearly 9 in 10 (87%) tablet users recalled the brand name, as did 4 in 5 smartphone users (80%).
  • Nearly three-quarters (70%) who viewed a Mobile ad on a tablet and two-thirds (64%) who viewed ads on a smartphone were able to recall the brand message

>> Download the full report here

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