Here's Why IAB Rising Stars Trump Traditional Formats - eMarketer

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Here's Why IAB Rising Stars Trump Traditional Formats

Interaction rates are three times higher for IAB Rising Star Ads than legacy formats

February 18, 2015

Need proof that IAB Display Rising Star Ads perform better than traditional ads for interaction? January 2015 research by the Interactive Advertising Bureau (IAB) and C3Research found strong evidence to support this. Among US internet users studied who conducted a browsing exercise, 34% recalled interacting with Rising Star Ads—three times the 11% who interacted with legacy universal ad package (UAP) formats.

Reasons that US Internet Users Interacted With a Rising Star* Display Ad, Jan 2015 (% of respondents)

What makes Rising Stars so appealing? While brand (81% of respondents) and product interest (76%) were the top reasons for interacting with an ad—common for interaction with many ad types—Rising Stars sparked curiosity as well (75%). They were also attention-grabbing, with 74% of respondents saying they interacted with an ad because it drew them in, and presented a fun way to learn about a product. IAB and C3Research noted that focusing solely on entertainment may not be enough to drive interaction—the placements must also be intriguing and make discovering a brand fun.

Attitudes Toward Rising Star* Display Ads Among US Internet Users, Jan 2015 (% of respondents)

The metrics support the idea that Rising Stars are more interactive, and respondents’ opinions strengthen this finding. Nearly seven in 10 internet users said that the newer ad format was more interactive compared with traditional formats. Almost two-thirds said they gave the brand more personality (65%) and that they were more engaging (64%), and six in 10 said Rising Stars provided more user control and information.

IAB Rising Stars are one form of rich media ad units, which are known to be more dynamic and engaging. eMarketer estimates that rich media will be the fastest-growing digital ad format from 2015 through at least 2018, as advertisers look to engage consumers in meaningful experiences that often lead to higher clickthrough rates compared with standard banner ads. Between 2015 and 2018, spending on rich media ads will nearly double, from $5.15 billion to $10.79 billion.

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