By Sahil Patel
The IAB Digital Video Rising Stars, a collection of ad formats designed to encourage and regulate interactive online video advertising experiences, have been added to the IAB’s Standard Ad Portfolio.
Here are the five formats selected and tested by the IAB:
In making the announcement, the IAB also released some data (which “is reflective of billions of impressions, hundreds of thousands of respondents, and hundreds of marketing campaigns”) that demonstrates the superiority of formats such as these when compared to non-interactive video ad units. Specifically, IAB says these types of in-stream video formats increase purchase intent by 225%.
Among the other findings, the formats like the Digital Video Rising Stars also increase brand awareness by 51% and message association by 31%.
IAB says the Digital Video Rising Stars have already been used by 21 of the 25 top brand advertisers in the US, including AT&T, Budweiser, Citi, Macy’s, McDonald’s, Microsoft, and Samsung.