Weekly Marketing Reading: Ads, Social, Design and Content
Mobile Rising Stars Added to IAB Standard Ad Unit Portfolio
The Interactive Advertising Bureau (IAB) announced the inclusion of five Mobile Rising Stars formats into the official IAB Standard Ad Portfolio to enable marketers to tell better stories on smaller screens. At the same time, a study was released that shows the Rising Stars ad formats get higher user interaction and brand and message recall than standard mobile banner ads.
The study also revealed that Mobile Rising Stars ads inspired almost twice the number of people to slide, swipe or tap than standard banners. One in ten respondents (9.3 percent) interacted with the Mobile Rising Stars ads in contrast to the 5.2 percent that interacted with the traditional banners.
Furthermore, nearly all (98.1 percent) who interacted with Mobile Rising Stars ads recalled the brands and 23 percent were more likely to recall the messages advertised, compared to users who viewed standard mobile banner ads. Two-thirds (67 percent) who interacted with Mobile Rising Stars ads rated the ads "better" or "much better" than standard mobile ads.
Peter Minnium, IAB's head of rand initiatives said, "This is the next step in driving adoption so publishers, media buyers and creative can work together to enhance the interactivity and performance of mobile ad campaigns to the benefit of both consumers and brands."
Nearly 100 percent of the top 200 brands in the Fortune 500 also hold the top or near-top rank in search engine results for their brand names. But 70 percent of these same brands did not have Facebook pages in the top 20 search engine results because companies have not optimized social media for SEO. These tactics have been completely separate and even the most savvy marketers have failed to connect the channels to boost their rankings.
