Mobile rich media units outperform standard banner ads

According to the study, published this week* commissioned by the IAB and conducted by comScore, Mobile Rising Stars ads inspire more user interaction, branding performance and positive user opinions versus standard mobile banner ads.

Among the key findings, the Mobile Rising Stars ad formats overall generated nearly twice the interaction rate of banners, with higher recall for campaign brand name and message among survey participants. People who interacted with those ads were 18% more likely to recall the brand name and 23% more likely to recall the brand message advertised vs. those who viewed the standard mobile banner.

*Source: IAB “Mobile Rising Stars Ad Interaction & Effectiveness”, June 2013