2 of 5 best performing formats are new IAB Rising Stars
MediaMind Technologies Inc., the leading independent provider of integrated digital advertising solutions, revealed the top five performing online ad formats in a new study released today entitled “5 ad formats that make a difference for your brand.” The research can be downloaded here.
To identify the most effective formats, MediaMind analysed the Dwell Rate and Average Dwell Duration of over 300,000 creatives. The Dwell metric was independently evaluated by comScore in previous research that showed that Dwell is linked to higher brand effectiveness and is a more relevant indicator of an ad’s impact than a click count.
The top 5 performing formats are:
- Sidekick (IAB Rising Star)
- Pushdown (IAB Rising Star)
- Homepage Takeover
- Messenger Ads
- Video Extender
“Creatives and brand marketers have been longing for digital display ad formats that allow them to take full advantage of interactive's rich canvas,” said Peter Minnium, Head of Digital Brand Initiatives, IAB. “These research findings from MediaMind are gratifying and exciting, clearly illustrating that brand-friendly ad units such as the Sidekick and the Pushdown are delivering on their promise. It not only points to great success for these two formats, but potentially all of the IAB Rising Stars units as well.”
The research found that the Sidekick delivers a 60 percent higher Dwell Rate than a Polite Banner, and that users are 164 percent more likely to engage with a Pushdown banner.
“As users shift from more traditional media to online advertising, advertisers must recognize that the ad format is an essential part of the creative,” said Gal Trifon, General Manager of MediaMind and Chief Digital Officer of parent company DG. “From the tiny Messenger Ad to the Homepage Takeover, the right ad format can really make a difference for a brand.”
For more information on MediaMind, visit www.mediamind.com
MediaMind, a division of DG (NASDAQ:DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display and search. The MediaMind platform runs digital campaigns for 11,000 brand advertisers, servicing over 4,200 media and creative agencies, across 11,500 global web publishers in 75 countries.