High Impact Ads: What’s the Branding Value?

| Creative

High impact digital ad formats are well known for driving higher response rates than standard display ads, and that’s no surprise: high impact ads’ large real estate and interactive features easily lend themselves to clicks, interactions, and engagement. But what kind of results can marketers expect from high impact campaigns in terms of branding metrics? Until now, the effectiveness of high impact ads at delivering on branding metrics has only been assessed in a limited fashion.

Undertone partnered with Ipsos ASI, along with Kellogg’s, Nair, and Volvo, to conduct a first-of-its-kind research study. Our goal was to quantify the relative impact on branding metrics and consumer behavior that marketers can expect from three types of high impact formats: full-screen interactive takeovers, large-canvas display units, and skins.

Key findings include:

  • All three types of high impact formats deliver greater unaided brand recall, ad recognition, and brand recognition than standard display ads.
  • Consumers believe that the entertainment and educational value of high impact ads are worth the interruption to their browsing experience.
  • High impact ads are more likely to drive consumer actions beyond the click, such as social sharing, personal recommendations, and shopping behaviors.

This new research should be extremely valuable for brand marketers looking to better understand which creative canvases can best meet their objectives. To see the full results of the research as well as the study methodology, please visit www.undertone.com/highimpactstudy, where our new whitepaper is available for download.

Shawn is responsible for conceptualizing and implementing first party research to support Undertone’s display, high impact and video advertising products in response to market needs. Additionally, he oversees advertising effectiveness research for top clients as well as pre-planning consumer insights. Shawn holds a Master of Science in Biomedical Sciences from Albany Medical College and a Bachelor of Science in Biology from The State University of New York at Albany.

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