An industry thought leadership research collaboration from:
MAXIMIZING THE MOBILE
OPPORTUNITY IAB Mobile Rising Star Ads
Inspire Interaction
Mobile advertising revenue soared to $3 billion
in the 1st half 2013, a record triple digit growth
(+145%) versus same period last year.
1. How do user initiated IAB Mobile Rising Star ads
compare to standard banner ads for campaign
performance?
2. What impact does interaction have on branding
results?
3. How can brands build memorable mobile
experiences and consumer connections across
devices?
*IAB/PWC Digital Ad Revenue Report First Half 2013, Oct. 2013.
MOBILE PLANNING CONSIDERATIONS
1st half
2012
1st half
2013
U.S. Mobile Spending
$3 Billion
$1.2 Billion
RESEARCH OBJECTIVE
Background
Previous research from the IAB demonstrated significantly higher interaction results for desktop display
IAB Rising Star ads compared to standard banner ads. Interactions are emerging as a successful
component in evaluating effective digital campaign performance.
Research Objective
The goal of this research is to bring new learning to the industry and foster growth of mobile channel
advertising by studying the relationship between brand lift and interactions. For this study, IAB Mobile
Rising Star ad formats are compared to standard mobile banner ads on mobile devices in order to
examine the impact of interactions on branding, ad receptivity and the ad experience.
Methodology
Three leading U.S. brands participated in the lab environment study. Survey programming, data
collection and tabulations were executed by comScore using a standard control/exposed design.
Findings are based on 2,227 respondents, ages 18-54, recruited from a mobile panel and invited to
take the survey on their IOS smartphone or tablet. After being exposed to a mock web page with
either a Mobile Rising Star ad, mobile banner ad or control group, survey participants completed an
online survey on their mobile device. The three-phase sequential fieldwork took place from March-
October 2013.
Ads were developed for each of the three test brands per below. Each ad used the same creative
assets for consistency and the same mock web page to eliminate bias during testing.
Ads Tested: - Standard Mobile Banner Ad
- IAB Mobile Rising Star Ads
- Vibrant Mobile Rising Star Ad with in-text branded keyword
Metrics Collected
Brand lift from an online survey
User interactions based on pixeling ads, tracked by comScore
Confidence Level
Statistically significant at 90%
RESEARCH METHODOLOGY
Mobile Rising Star Ad (1 of 5 Mobile Rising Star Ads or a
Vibrant Rising Star Ad with In-Text
Branded Keyword)
IAB Mobile Rising Star (Brand Flex)
or or No Ad (Control)
USERS SAW A
MOCK WEB PAGE WITH:
Standard Mobile Banner Ad
Mock Page with Brand Flex Text
Click-Through
Site
Banner Ad
EXECUTIVE SUMMARY
1. IAB Mobile Rising Star Ads inspire more user interaction versus viewing Standard Mobile
Banner Ads.
IAB Mobile Rising Star ads report 3x the interaction of mobile banner ads, a
+202% increase.
2. IAB Mobile Rising Star Ads result in significantly higher branding influence compared to
Standard Mobile Banner Ads.
Interacting with Mobile Rising Stars generates higher recall, brand impact
and positive brand impressions versus viewing mobile banners.
3. High impact, user initiated Mobile Rising Star Ads drive better advertising experiences
versus standard Mobile Banner Ads.
Interacting with Mobile Rising Stars results in more positive user and content
experiences as well as ad receptivity compared to viewing banners.
KEY FINDINGS
IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE
USER INTERACTION AND BRAND LIFT THAN STANDARD
MOBILE BANNER ADS
Interaction Defined As Users Who:
SLIDE
SWIPE or
TAP
The mobile ad.
3x GREATER
INTERACTION
More Likely to
Interact with Mobile
Rising Star Ads vs.
standard mobile
banners
3x
IAB MOBILE RISING STAR AD FORMATS
VS. MOBILE BANNER ADS
+74% Higher
BRAND RECALL
+22% Higher
MESSAGE
RECALL
KEY FINDINGS
IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE
USER INTERACTION AND BRAND LIFT THAN STANDARD
MOBILE BANNER ADS Interaction Defined As Users Who:
SLIDE
SWIPE or
TAP
The mobile ad.
3x
IAB MOBILE RISING STAR AD FORMATS
VS. STANDARD MOBILE BANNER ADS
+73% More
ENGAGING
Brand
Impact
+83%
Improved
BRAND
IMPRESSION
Ad
Experience
Ad Opinion
+38% BETTER than
other MOBILE
ads
+22% Better
designed
Content
+100% Improved
IMPRESSION
of content page
STUDY FINDINGS
INTERACTIONS IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE
USER INTERACTION THAN STANDARD MOBILE BANNER ADS
Interaction Defined
As Users Who:
SLIDE
SWIPE or
TAP
The mobile ad.
3x GREATER
INTERACTION
More Likely to
Interact with IAB
Mobile Rising Star
Ads vs. standard
mobile banners
MOBILE AD INTERACTION RATES:
IAB MOBILE RISING STAR AD FORMATS VS. BANNER ADS
INTERACTION INCREASES
BRAND AND MESSAGE RECALL
Q: Which advertising message do you associate
with the brand advertised? (3 tagline options)
Q: Which of the following brands did you
see an ad for on the previous page?
Viewed StandardMobile Banner Ad Interacted with
Mobile Rising StarAds
52.0%
90.3%
BRAND RECALL
Viewed StandardMobile Banner Ad Interacted with
Mobile Rising StarAds
51.7%
63.2%
MESSAGE RECALL
+74% Lift
Brand
Recall
+22 % Lift
Message
Recall
Q: Thinking of the ad you just saw, which of the following statements would
you agree with? Improved my impression of the brand
INTERACTION
IMPROVES BRAND PERCEPTION
Viewed Standard MobileBanner Ad
Interacted with Mobile RisingStar Ads
20.6% 37.7%
THE AD IMPROVED MY IMPRESSION OF THE BRAND +83%
Lift
Improved
Impression of
Brand
Q: How likely are you to recommend the advertised brand to family and
friends, as a result of seeing the ad? (Top 2 Box, % Rated “Very likely” or “Somewhat likely”)
INTERACTION
IMPROVES BRAND ADVOCACY
Viewed Standard Mobile Banner Ad
Interacted with Mobile Rising StarAds
63.7% 71.6%
LIKELY TO RECOMMEND THE ADVERTISED BRAND TO FRIENDS/FAMILY
+12% Lift in
Recommending
Brand to
Friends/Family
INTERACTION ENHANCES THE
MOBILE USER EXPERIENCE
MemorableEngaging
Fun
22.1% 21.1%
32.5% 28.5%
36.6% 42.4%
Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads
+29%
More
Memorable
+30%
More
Fun
+73%
More
Engaging
THE AD I JUST VIEWED WAS MORE…
Q: Which of the following would you agree with, as a result of seeing the ad?
The ad was more ________ than ads I usually see on my mobile device. Check all that apply.
Q: Which of the following would you agree with, as a result of seeing the ad? Check all that apply.
Q: Compared to other ads you’ve seen on your smartphone/tablet, how would you rate the ad you
just saw? Much Better/Better Top 2 Box
INTERACTION
IMPROVES MOBILE AD RECEPTIVITY
WellDesigned Attention
Grabbing Better Than OtherMobile Ads I've Seen
38.9% 35.9%
45.6%
47.3% 56.5% 62.8%
Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads
+22% Lift
Well
Designed
+57% More
Attention
Grabbing
+38% Lift
Better than
other
Mobile Ads
THE AD I JUST VIEWED WAS…
INTERACTION RESULTS IN POSITIVE
MOBILE USER EXPERIENCES
Improved MyImpression of the Page Complemented
the Article Reminded Me of GoodMemories About the
Brand
10.3%
32.0% 31.7%
20.6%
42.8% 44.0%
Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads
THE AD I JUST VIEWED… +34% Lift
Complemented
the Article
2x More Likely
to Say the
Ad Improved
Their Impression
of Page
+39% Lift
Emotional
Brand
Resonance Q: Thinking of the ad you just saw, which of the following statements
would you agree with? Check all that apply
?
User-initiated IAB Mobile Rising Star Ads are designed to inspire user interactions,
resulting in stronger mobile ad effectiveness.
Mobile Rising Star Ads inspire more user interaction, improved brand performance and
positive ad opinion than standard banner ads
IN CONCLUSION
9 out of 10 Recall Brand
Advertised
+83%
Improved
Impression of
Advertised
Brand
3X Interaction Rates
of Standard
Mobile Banner
Ads
Mobile Rising Stars Added to IAB Standard Ad Unit Portfolio to Propel Brand Advertising in Mobile to Scale
An industry thought leadership research collaboration from:
MAXIMIZING THE MOBILE
OPPORTUNITY IAB Mobile Rising Star Ads
Inspire Interaction