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What Are Interactive Advertising Bureau (IAB) Rising Star Ads?

In a world where roughly one in four internet users has an ad blocker, its vital to make sure your advertisements stand out. Display ads--a form of ad hosted on third-party websites, apps, and social media platforms--are generally a cheap and quantifiable way to market a business. But with ad blockers everywhere, display ads must continue to evolve or risk becoming obsolete. That is where Interactive Advertising Bureau (IAB) Rising Star ads come into play.

What is a Rising Star ad?

Revealed in 2011, Rising Star ads are the kings of display advertising. Like regular display ads, they use text, video, and images to reel in customers. Rising Stars, however, are designed to draw the user into the brand. Compared to otherads, Rising Stars are more visually striking and dynamic in execution. They are also more integrated into the app or website due to their interactivity. Rising Stars, overall, are a more brand-friendly and customer-engaging option than most display ads.

Types of Rising Star ads

There are six types of Rising Star ads: Billboard, Filmstrip, Portrait, Pushdown, Sidekick, and Slider. This section will give a brief overview of each type.

Billboard ads are placed at the top of a page. At 970x250 pixels, these ads are designed to put your brand in the forefront of a person’s vision. They allow for 30 seconds of video, with volume always automatically muted. Users can shrink and expand the ad at will.

Filmstrip ads are half-page ads that consist of 5 300x600 pixel segments (totaling 300x3000 in length). In addition to video and sound, filmstrip ads can be scrolled through by the user. Some businesses use the five segments to illustrate the five stages of the purchase funnel-- awareness, interest, desire, intent, and loyalty. These ads are great for ads that convey large amounts of information at once.

Next are portrait ads. These ads are 300x1050 pixels and are similar to the filmstrip ads in that they are fantastic for relaying information to the user. These ads should be placed to the side of the website or app. Be careful to not cover up the website’s content.

The pushdown ad does what its name implies. It pushes site content downwards. These ads are at the top of the page and start at 970x90 pixels before they expand to 970x415 pixels. These ads usually play videos oncethey expand.

Sidekick ads are just like pushdown ads, except they are oriented to the side of the webpage, rather than the upper area, and push content to the left. They come in several sizes that can expand up to 970x550 pixels.

Lastly, slider ads are arguably the most engaging and ambitious of the bunch. They resemble leaderboard ads untilclicked on. When clicked, they push content to the side and expand to the size of an entire page. Slider ads come in various sizes and can scale up to the maximum size of a screen.

Why you should use these ads

Statistics don’t lie. IABconducted a study that found that Rising Star ads attracted a customer’s gaze at a 63% higher rate than regular display ads, and gaze duration was five times higher too. Additionally, 1 in 3 customers recalled interacting with Rising Star ads. People were most interested in the brand and product, but curiosity, immersion, and learning were all significant factors in people clicking on the ads. Finally, Rising Star ads were seen as less annoying when compared to other ads. These findings only verify the Rising Star ads’ reputation of being brand-friendly and engaging to customers.

In conclusion

Rising Star ads are more dynamic and full of multi-media features that set them apart from regular ads, and there are several different types to suit each of your unique needs. Any digital marketing campaign should seriously consider adding Rising Stars to their repertoire.



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