Brand & Message Recall For Mobile Banner Ads, October 2013 [TABLE]
An October 2013 study by Vibrant Media, IAB and comScore found even more impressive results for IAB Rising Stars ads on mobile. Here, users were three times more likely to interact with Rising Stars than standard mobile banners, at 8.5% vs. 2.8%.
All of this interaction has led to greater brand and message recall for Rising Stars units. Consumers were 74% more likely to remember the brand displayed on the previous page when it was in a Rising Stars ad, as well as 22% more likely to recall what the actual message was. Read the rest at eMarketer.