Pictela Moat Study
Premium Formats drive premium performance
In 2011, we learned that the IAB Portrait (aka Devil) outperforms standard size units across metrics, including Interaction Rate, Engagement Rate and Video Play Time. But how would the Portrait unit fair when being compared to other large formats? Could the Portrait outperform Custom Rich Media and animated Flash 300x1050 units?
Pictela partnered with Moat, a research and brand analytics company, to find out the answers to those questions. We established an "apples-to-apples" comparison by creating three different versions of the same brand ad, all sized 300x1050, for KitchenDaily - AOL’s recipe and cooking content site - and researched user engagement with each ad unit.
Download the one sheet to find out how our application-based, user-friendly IAB Portrait performed.