The research done to date on the IAB Display Rising Star Ad units shows increased ad interaction behaviors, indicating higher degrees of attention and involvement than the Legacy Universal Ad Package (UAP) Ads. However, the question remained whether the IAB Display Rising Star Ads are more effective than the Legacy UAP Ads in brand building.
The study finds:
- Rising Stars ads attracted gaze at a 63% higher rate than traditional UAP ads, and had 5 times longer total gaze duration
- Consumers were less likely to avoid looking at such ads compared to legacy UAP ads
- Engagement with the Rising Stars ads was significantly higher across the board with findings demonstrating that these ads were more entertaining, creative, humorous, and . . .
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