Why 12% Is So Important
In partnership with Moat, a research and brand analytics company, we recently conducted research that compared user engagement across three different versions of the same brand ad: the IAB Portrait format vs. custom rich media vs. standard animated Flash (all 300x1050 in size).
The results show that the IAB Portrait performed 12% better than the custom format and 72% better than the animated Flash version.
“The 12% difference does not sound like much, but there’s been a perception in the marketplace that the only way to build a highly engaging ad unit is through custom rich media executions,” said Rogers. “By teaming with Moat in this research, we are validating that Premium Formats perform as well, if not better, than custom executions and standard Flash, while providing the benefits of repeatability and scalability through a productized approach.”