Marketers to Opt for Full-​Screen Digital Takeovers

Publishers have a wide array of digital display ad formats to sell. But some of these formats work better for marketers than others. Undertone and Ipsos have  released their High Impact webinarDigital Advertising study to help marketers make sense of what’s out there and to determine which options will make the best impression on customers.

This research project considered 3 different digital display ad styles with the intent of quantifying the branding value they yielded, the likeability of the format and the level of earned media a marketer might gain by purchasing one of these styles. Analysts looked at the following formats:

  • Full-​screen interactive takeovers
  • Large canvas display units – like billboard, filmstrip or sliders
  • Skins or wraps – the ad content surrounds the page content

With respect to unaided brand recall, large canvas display ads rank 127 (compared to the standard display index of 100), while full-​screen interactive ads yielded a score of 224 and skin ads came in at 182. Researchers point out that the full-​screen interactive format, which controls the entire screen, scored as expected because of the sheer real estate it commands.

When researchers measured ad recall, researchers reported similar findings. Consumer recall of full-​screen interactive ads came in at 233. The skin format, 231, performed better than it did in the brand recall test, and large-​canvas display came in at 123.

Researchers also queried consumers about ad likeability, again using standard display ads as the index. In this test, full-​screen interactive ads scored 140 while skin ads dropped to 71. The low score for the skin format may have been related to the lack of interaction.

Analysts also know that a marketer can gain traction by presenting an entertaining or particularly unique ad. This study considered the link between ad format and earned media by asking whether consumers would pass along the ad via social media. Both large-​canvas display (131) and full-​screen interactive (171) scored higher than the skin format in this test as well.

The results of this research suggest that marketers need to stay current with the latest display ad trends and ask their publishers about the prices for new formats. Paying extra for these formats can help marketers increase their visibility with online shoppers.

To learn more about Internet Display Ad Responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.