AOL and IPG have released the results from their study on Interactive Advertising Bureau (IAB) Portrait ads at the Cannes London International Advertising festival.
They say the results show that IAB Portrait adverts – such as those used on AOL’s Project Devil homepage which was also launched today – provides an evolution of digital branding when it comes to engagement, connection and influence.
The six week long study focused on how display advertising impacts consumers in a digital world that is inundated with marketing messages, using techniques such as eye-tracking to measure visual interaction with adverts.
It is claimed that the main benefit of these interactive adverts is that people notice the adverts, while on a static page some consumers suffer from “banner blindness” and do not see the adverts at all.
Jeff Levick, president of AOL advertising, said: “These results prove that the ad unit is probably the most effective brand ad units on the Web.
“All measures of interactivity, visual attention, emotive response and overall ad effective metrics increased when consumers viewed the IAB Portrait, creating an emotional connection between brands and their consumers.”