New York—User interaction is higher with the Interactive Advertising Bureau's Rising Star display ad units than with standard IAB banner ad formats, according to research released at IAB's MIXX Conference & Expo.
The Rising Star display ad units were introduced in February and include the portrait, slider, sidekick, billboard and filmstrip.
According to research conducted by the IAB and analytics company Moat Inc., online users spent an average of 5.8 seconds interacting with the Rising Star ad formats, compared with an average of 3.9 seconds with standard IAB ad units.
Also, 9.6% of users interacted in some way with Rising Star ad units, compared with 3.9% who interacted with a legacy IAB ad unit.
