Consumer preferences are leaning towards richer, more engaging ad formats, as brands continue to deploy interactive ad units as part of an overall digital marketing strategy.
Jivox, provider of an ad platform for dynamic advertising, analysed more than 2.7 billion impressions to determine the performance of emerging ad formats. It compared key user engagement metrics produced by interactive IAB Rising Stars ads units with their traditional, static counterparts.
IAB Rising Stars is a collection of 22 interactive ad units, all of which Jivox shows perform significantly higher than traditional IAB banner ad formats. While the Rising Star formats are new and impression rates still relatively low, the first wave of user data suggests leading brands are already addressing the learning curve, incorporating interactive units as part of their digital strategy.
The top performing IAB Rising Star formats were billboards, filmstrip and pushdowns.
“The third-place ranking of pushdowns was slightly surprising,” Jivox noted. “It is one of the most popular and effective new formats – but its pre-expansion size is a gating factor for users.”
Overall though, the study found that while standard banners make up a far larger portion of the current digital advertising spend, significantly higher ROI is achieved with interactive ads that actively engage viewers. Overall, the interactivity rate increased by 132%.
“As the leading data-driven ad platform, Jivox IQ has a proven track record in helping brands and media agencies develop and serve highly personalised, rich media display ads such as IAB’s Rising Stars formats on all screens,” said Diaz Nesamoney, CEO and founder of Jivox.
“Not only do our customers report better user engagement from such interactive ads, they also report greater economies of scale building and serving the Rising Stars ad formats using our drag-and-drop ad development and serving platform, as well as the ability to personalise them using data.”
Jivox found that HTML5 is at the epicentre of the digital advertising market and will become even more entrenched in the next year. Overall interactions increased by 30% when ads had multiscreen capability and were not just Flash-based.
“The increasing capabilities of digital advertising formats, like IAB Rising Stars, provide new opportunities for marketers to engage prospects and turn them into customers,” said Peter Minnium, head of brand initiatives at IAB.
“The benchmark data from Jivox supports what we continually see first hand at the IAB, which is that personalised, interactive ads are a crucial component of any successful digital campaign. It’s time to put an end to the tyranny of the legacy banner ads by adding brand-friendly Rising Stars to the mix.”