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When presented with ad formats on a mobile device, one in 10 (9.3%) respondents who saw a Mobile Rising Stars ad interacted, a sharp contrast to the 5.2 percent that interacted with the traditional banner presented to them.
The IAB Mobile Rising Stars are part of the larger IAB Rising Stars initiative, which seeks to create new canvasses for brand advertising on digital platforms. These formats are intended to work across all major mobile platforms and allow mobile ad buys at the same scale and scope as typical online display buys.The paper’s findings are based on the results of a standard experimental design utilizing control/exposed groups to measure brand lift, user attitudes and interaction rates among nearly 1600 adults, ages 18-54 on iOS devices. Fieldwork took place March 28 – April 15, 2013. The study leveraged Comscore’s Brand Survey Lift Mobile product.Access the IAB press release for more information on this study, here.