Nearly all consumers who interacted with IAB’s Mobile Rising Star ad formats recalled the ad

The Interactive Advertising Bureau (IAB) has announced the inclusion of five Mobile Rising Stars ad formats into the official IAB Standard Ad Portfolio to enable brand marketers to tell bigger and bolder stories on smaller, mobile screens. The news was released along with findings from a study conducted in partnership with Vibrant Media and comScore related to the “OREO Cookie vs. Creme” marketing campaign, which shows that the IAB Mobile Rising Stars ad formats garner greater user interaction and deliver higher brand and message recall than do standard mobile banner ads.

Nearly all (98.1%) who interacted with a Mobile Rising Stars ad recalled the brand, with 18 percent more likely to recall the brand name advertised than users who viewed a standard mobile banner ad.

Percent of Consumers Who Interacted with Ad and Recalled It

The IAB Mobile Rising Stars are part of the larger IAB Rising Stars initiative, which seeks to create new canvasses for brand advertising on digital platforms. These formats are intended to work across all major mobile platforms and allow mobile ad buys at the same scale and scope as typical online display buys.

The paper’s findings are based on the results of a standard experimental design utilizing control/exposed groups to measure brand lift, user attitudes and interaction rates among nearly 1600 adults, ages 18-54 on iOS devices. Fieldwork took place March 28 – April 15, 2013. The study leveraged comScore’s Brand Survey Lift Mobile product.

Access the IAB press release for more information on this study, here.