IAB survey highlights effectiveness of large online ad formats
The Internet Advertising Bureau has today published fresh research highlighting the clout of large online ad formats in the digital world.
Working in partnership with research agency Gfk the online survey was completed by 1,200 panellists drawn from a cross section of websites such as auto, newspapers and social media.
They found that new ad formats are more effective at lower levels of exposures for brand awareness, message association and purchase intent.
Traditional formats were found to generate greater reach for example, but required seven exposures to increase brand awareness. New formats by contrast needed just three to six exposures.
This disparity was even more pronounced for content rich environments such as those in the automotive and newspaper sector, highlighting the importance of environment.
IAB’s director of research and strategy, Tim Elkington said: ‘This is the fourth in our series of Building Brands Online research projects and shows how brands can use exciting new display formats to increase metrics like brand awareness and purchase intent online even in high ticket categories such as automotive.’