New Rising Star Ad Units Gaining Interest
Today’s advertising industry is midway on the trajectory to where the Rising Star ad units become more common place, according to the Internet Advertising Bureau’s (IAB) estimates. Last year, the IAB announced “the most radical change” to its standard list of ad units, according to Peter Minnium, IAB’s head of brand initiatives. The resulting industry uptick has been slow, but the IAB predicts that in another year these will be “common currency for brand advertising buyers.”
Industry experts explain the delayed acceptance as a standoff between advertisers and publishers. The former not wanting to invest until the formats become more widely accepted, and the latter not wanting to make the necessary design changes until there is greater demand.
The chicken-and-egg scenario may soon be coming to an end as media buyers are expecting to invest more heavily in these new ad formats this year into next. Publishers will need to respond.
In one survey, only 31% of marketers reported having heard of the new ad units, while 69% of agency respondents said they had. Of those agencies, 79% said they expect to increase demand for these units this year and 23% said their demand would remain the same as last year. Agencies with budgets of $10 million and above cited distribution concerns as their biggest barrier to entry.
The likely leaders will be the Pushdown and Billboard formats. They currently have the most awareness and adoption among advertisers, and publishers report that those are their most common requests.
https://www.iab.net/risingstars
https://www.iab.net/iablog/2013/03/iab-rising-stars-study-findings.html
https://adage.com/article/digitalnext/freeing-online-display-ads-clutches-commoditization/228075/
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