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Larger Adverts Coming to Mobile Phone Screens

The USA based Interactive Advertising Bureau (IAB) has announced approval for five new larger ad sizes for use on mobile devices.

During tests, these new “Mobile Rising Stars” ad formats garnered greater user interaction and deliver higher brand and message recall than do standard mobile banner ads.

Mobile Rising Stars inspired nearly twice the number of people to slide, swipe or tap than did standard banners. When presented with both types of ad formats on a mobile device, one in 10 (9.3%) respondents interacted with the Mobile Rising Stars ad, a sharp contrast to the 5.2 percent that interacted with the traditional banner.

Other key findings:

  • 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
  • They are also 23 percent more likely to recall the message advertised compared to users who viewed a standard mobile banner ad
  • Two-thirds (67%) who interacted with a Mobile Rising Stars ad rate the ads “better” or “much better” than a standard mobile ad

“Mobile has the potential to become a primary venue by which marketers can deliver visually compelling creative to consumers,” said Peter Minnium, Head of Brand Initiatives, IAB. “Bringing the Mobile Rising Stars into the IAB Standard Ad Portfolio signifies a turning point in being able to deliver on mobile’s promise – at scale.”

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.

“Consumers interact on smartphones and tablets with a series of swipes, taps, scrolls and flips that go well beyond the basic click that we’re used to focusing on with other digital screens,” said Anne Hunter, Senior Vice President of Global Marketing Strategy, comScore.

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