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The success of mobile as an advertising medium depends on shifting people’s perceptions about what advertising looks like....
According to new research, the performance of the Mobile Rising Stars is the strongest evidence that creative ad formats far outshine traditional banner advertising.
The study compared the same advertising creative from cookie manufacturer OREO, displayed in both traditional banner and the six new Mobile Rising Stars formats such as the “Slider” and the “Film Strip”,The study compared the ad interaction and brand uplift of static banners with Mobile Rising Star formats, which provide a mix of in-content, expandable, pushdown and overlay advertising, all incorporating rich media functions.
The standout finding from the research, for me, concerned brand recall: almost every user (98%) who viewed a Mobile Rising Star ad recalled the name of the brand advertised – almost a fifth more than those who viewed the standard mobile banner ad.Furthermore, those who interacted with a Rising Star ad were 23% more likely to recall the brand messaging than those who viewed a traditional static banner. This is powerful evidence that consumers want to be able to control whether or not they initiate and interact with ads....
These new formats for mobile ads out perform traditional banner ads significantly. Valuable information for marketers.