MAXIMIZING THE MOBILE OPPORTUNITY
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1 MAXIMIZING THE MOBILE OPPORTUNITY IAB Mobile Rising Star Ads Inspire Interaction An industry thought leadership research collaboration from:
2 MOBILE PLANNING CONSIDERATIONS Mobile advertising revenue soared to $3 billion in the 1 st half 2013, a record triple digit growth (+145%) versus same period last year. U.S. Mobile Spending $3 Billion 1. How do user initiated IAB Mobile Rising Star ads compare to standard banner ads for campaign performance? 2. What impact does interaction have on branding results? $1.2 Billion 3. How can brands build memorable mobile experiences and consumer connections across devices? *IAB/PWC Digital Ad Revenue Report First Half 2013, Oct st half st half 2013
3 RESEARCH OBJECTIVE Background Previous research from the IAB demonstrated significantly higher interaction results for desktop display IAB Rising Star ads compared to standard banner ads. Interactions are emerging as a successful component in evaluating effective digital campaign performance. Research Objective The goal of this research is to bring new learning to the industry and foster growth of mobile channel advertising by studying the relationship between brand lift and interactions. For this study, IAB Mobile Rising Star ad formats are compared to standard mobile banner ads on mobile devices in order to examine the impact of interactions on branding, ad receptivity and the ad experience.
4 RESEARCH METHODOLOGY Methodology Three leading U.S. brands participated in the lab environment study. Survey programming, data collection and tabulations were executed by comscore using a standard control/exposed design. Findings are based on 2,227 respondents, ages 18-54, recruited from a mobile panel and invited to take the survey on their IOS smartphone or tablet. After being exposed to a mock web page with either a Mobile Rising Star ad, mobile banner ad or control group, survey participants completed an online survey on their mobile device. The three-phase sequential fieldwork took place from March- October Ads were developed for each of the three test brands per below. Each ad used the same creative assets for consistency and the same mock web page to eliminate bias during testing. Ads Tested: - Standard Mobile Banner Ad - IAB Mobile Rising Star Ads - Vibrant Mobile Rising Star Ad with in-text branded keyword Metrics Collected Brand lift from an online survey User interactions based on pixeling ads, tracked by comscore Confidence Level Statistically significant at 90%
5 USERS SAW A MOCK WEB PAGE WITH: Mobile Rising Star Ad (1 of 5 Mobile Rising Star Ads or a Vibrant Rising Star Ad with In-Text Branded Keyword) or Standard Mobile Banner Ad or No Ad (Control) Banner Ad Mock Page with Brand Flex Text Click- Through Site IAB Mobile Rising Star (Brand Flex)
6 EXECUTIVE SUMMARY 1. IAB Mobile Rising Star Ads inspire more user interaction versus viewing Standard Mobile Banner Ads. IAB Mobile Rising Star ads report 3x the interaction of mobile banner ads, a +202% increase. 2. IAB Mobile Rising Star Ads result in significantly higher branding influence compared to Standard Mobile Banner Ads. Interacting with Mobile Rising Stars generates higher recall, brand impact and positive brand impressions versus viewing mobile banners. 3. High impact, user initiated Mobile Rising Star Ads drive better advertising experiences versus standard Mobile Banner Ads. Interacting with Mobile Rising Stars results in more positive user and content experiences as well as ad receptivity compared to viewing banners.
7 KEY FINDINGS IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE USER INTERACTION AND BRAND LIFT THAN STANDARD MOBILE BANNER ADS Interaction Defined As Users Who: SLIDE SWIPE or TAP The mobile ad. IAB MOBILE RISING STAR AD FORMATS VS. MOBILE BANNER ADS 3x 3x GREATER INTERACTION +74% Higher BRAND RECALL More Likely to Interact with Mobile Rising Star Ads vs. standard mobile banners +22% Higher MESSAGE RECALL
8 KEY FINDINGS IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE USER INTERACTION AND BRAND LIFT THAN STANDARD MOBILE BANNER ADS Interaction Defined As Users Who: SLIDE SWIPE or TAP The mobile ad. Ad Experience +73% More ENGAGING 3x IAB MOBILE RISING STAR AD FORMATS VS. STANDARD MOBILE BANNER ADS Brand Impact +83% Improved BRAND IMPRESSION Content +100% Improved IMPRESSION of content page Ad Opinion +38% BETTER than other MOBILE ads +22% Better designed
9 STUDY FINDINGS
10 INTERACTIONS IAB MOBILE RISING STAR ADS INSPIRE SIGNIFICANTLY MORE USER INTERACTION THAN STANDARD MOBILE BANNER ADS MOBILE AD INTERACTION RATES: IAB MOBILE RISING STAR AD FORMATS VS. BANNER ADS Interaction Defined As Users Who: SLIDE SWIPE or TAP The mobile ad. 3x GREATER INTERACTION More Likely to Interact with IAB Mobile Rising Star Ads vs. standard mobile banners
11 INTERACTION INCREASES BRAND AND MESSAGE RECALL BRAND RECALL 90.3% +74% Lift Brand Recall MESSAGE RECALL +22 % Lift Message Recall 51.7% 63.2% 52.0% Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads Q: Which of the following brands did you see an ad for on the previous page? Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads Q: Which advertising message do you associate with the brand advertised? (3 tagline options)
12 INTERACTION IMPROVES BRAND PERCEPTION +83% Lift Improved Impression of Brand THE AD IMPROVED MY IMPRESSION OF THE BRAND 20.6% 37.7% Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads Q: Thinking of the ad you just saw, which of the following statements would you agree with? Improved my impression of the brand
13 INTERACTION IMPROVES BRAND ADVOCACY LIKELY TO RECOMMEND THE ADVERTISED BRAND TO FRIENDS/FAMILY +12% Lift in Recommending Brand to Friends/Family 63.7% 71.6% Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads Q: How likely are you to recommend the advertised brand to family and friends, as a result of seeing the ad? (Top 2 Box, % Rated Very likely or Somewhat likely )
14 INTERACTION ENHANCES THE MOBILE USER EXPERIENCE Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads +73% More Engaging +30% More Fun 22.1% THE AD I JUST VIEWED WAS MORE 36.6% 28.5% 32.5% 21.1% 42.4% +29% More Memorable Memorable Engaging Fun Q: Which of the following would you agree with, as a result of seeing the ad? The ad was more than ads I usually see on my mobile device. Check all that apply.
15 INTERACTION IMPROVES MOBILE AD RECEPTIVITY Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads +22% Lift Well Designed +38% Lift Better than other Mobile Ads 38.9% THE AD I JUST VIEWED WAS 47.3% 56.5% 62.8% 35.9% 45.6% +57% More Attention Grabbing Well Designed Attention Grabbing Better Than Other Mobile Ads I've Seen Q: Which of the following would you agree with, as a result of seeing the ad? Check all that apply. Q: Compared to other ads you ve seen on your smartphone/tablet, how would you rate the ad you just saw? Much Better/Better Top 2 Box
16 INTERACTION RESULTS IN POSITIVE MOBILE USER EXPERIENCES Viewed Standard Mobile Banner Ad Interacted with Mobile Rising Star Ads +34% Lift Complemented the Article 2x More Likely to Say the Ad Improved Their Impression of Page 10.3% Improved My Impression of the Page 20.6% Complemented the Article THE AD I JUST VIEWED 32.0% 42.8% 31.7% Reminded Me of Good Memories About the Brand 44.0% +39% Lift Emotional Brand Resonance Q: Thinking of the ad you just saw, which of the following statements would you agree with? Check all that apply
17 IN CONCLUSION User-initiated IAB Mobile Rising Star Ads are designed to inspire user interactions, resulting in stronger mobile ad effectiveness. Mobile Rising Star Ads inspire more user interaction, improved brand performance and positive ad opinion than standard banner ads 3X Interaction Rates of Standard Mobile Banner Ads 9 out of 10 Recall Brand Advertised +83% Improved Impression of Advertised Brand
18 Mobile Rising Stars Added to IAB Standard Ad Unit Portfolio to Propel Brand Advertising in Mobile to Scale
19 MAXIMIZING THE MOBILE OPPORTUNITY IAB Mobile Rising Star Ads Inspire Interaction An industry thought leadership research collaboration from:
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