The Evolution of Digital Marketing

Breaking through the blindness

This study set out to prove that the IAB Portrait unit (aka Devil) will cut through ad blindness, improve emotional connection, contribute towards positive ad effectiveness, and increase purchase intention. The results: IAB Portrait ads raise ad effectiveness to an entirely new level.

In groundbreaking research for IPG clients Chrysler, Verizon and Zappos, AOL and IPG Labs used a battery of tests to prove the effectiveness of the new IAB Portrait ad format. The results showed Portrait delivered a new level of performance at every level of the purchase funnel – from engagement and attention to emotional connection and influence.