standout brand experiences
DELIVERING BRANDING VALUE THROUGH
AN UNDERTONE AND IPSOS ASI JOINT RESEARCH PROJECT
HIGH IMPACTDIGITAL ADVERTISING
2
executive
SUMMARY*HIGH IMPACT DIGITAL ADVERTISING CAN BE DEFINED AS LARGE-CANVAS FORMATS THAT ACCOUNT FOR SIGNIFICANT REAL ESTATE ON THE WEBPAGE, SUCH AS FULL-SCREEN TAKEOVERS, SKINS, AND OTHER CUSTOM UNITS; THEY ALSO OFTEN CONTAIN INTERACTIVE ELEMENTS.
standout brand experiences 3
HIGH IMPACT ADS*, with their large real estate and engaging features, are well known
for driving higher consumer response rates. Previous research by the IAB, as well as industry and
Undertone benchmarks, have shown that high impact formats drive engagement and clickthrough
rates significantly greater than those of standard display ads. However, to date the branding
value of high impact ads has only been assessed in a limited fashion. This combined research
study with Undertone and Ipsos ASI intends to quantify the e�ectiveness of high impact display
advertising on key branding metrics and consumer engagement with brands beyond the initial
ad experience. The results of this study identify how brand marketers can align their marketing
objectives to the appropriate creative canvas and the e�ect on consumer actions that marketers
can expect from high impact formats.
4
HIGH IMPACT ADS DELIVERED SIGNIFICANTLY HIGHER LEVELS OF UNAIDED BRAND RECALL, AD RECOGNITION, AND BRAND RECOGNITION THAN STANDARD DISPLAY ADS.
Full-screen takeover ads drove 124% greater unaided brand recall than standard display.
Ad units with more overall pixel size, specifically PageGrabber®, ScreenShift™, Billboard, and PageSkin™, were the most e�ective at building awareness.
Billboard, Slider, and Portrait emerged as the top-performing large-canvas display units at driving unaided brand recall, ad recognition, and brand recognition.
CONSUMERS HAVE A MORE ENJOYABLE EXPERIENCE WITH HIGH IMPACT ADS THAN STANDARD DISPLAY, DESPITE BEING MORE INTERRUPTIVE TO THE CONSUMER BROWSING EXPERIENCE.
Full-screen takeovers delivered 40% higher overall likeability of the ad experience and 35% higher brand a�nity than standard display.
Full-screen takeover ads were 78% more likely than standard display to make consumers want to learn more about a product/brand.
Large-canvas display ads were 41% more likely to be found enjoyable than standard display.
HIGH IMPACT ADS WERE MORE LIKELY TO DRIVE SOCIAL SHARING AND CONSUMER ACTIONS BEYOND THE AD CLICK.
Full-screen takeover ads were 61% more likely to be shared on social networks and 58% more likely to elicit personal recommendations than standard display.
Large-canvas display ads were more e�ective at driving personal recommendations than social network sharing or consumer shopping behaviors—49% more likely to drive personal recommendations than standard display ads.
standout brand experiences 5
6
Research objective: to evaluate
branding eectiveness of high
impact ad formats in relation to
standard display.
standout brand experiences 7
Undertone and Ipsos ASI recruited four national US brands to participate in the research project.
Standard flash assets were provided to Undertone and all ten ad formats were developed
in-house through Undertone’s Digital Innovation Studio™. This was not intended to be a creative
test, so the messaging and look-and-feel were kept consistent among all ad formats as much
as possible, in order to limit bias. All formats, with the exception of standard display and
PageSkin™, contained video as well as interactive elements, such as photo galleries and product
carousels (PageSkin™ did not contain video due to the technical limitations of the format).
ADVERTISERS
AGENCIES
CREATIVE DIRECTION RESEARCH PARTNER
8
The goal of the research project was to quantify the branding value of high impact ad formats in
three distinct groups:
To see more examples of high impact ad formats, visit www.undertone.com.
FULL-SCREEN INTERACTIVE TAKEOVERS
cover either the entire webpage or a large portion of it.
Represented by ScreenShift™, an interactive pushdown-style
unit which expands to take over the page, and PageGrabber®,
a full-page interactive takeover unit.
PageGrabber®
ScreenShift™
standout brand experiences 9
Billboard
Filmstrip
Utilizing Ipsos ASI’s proven methodology of systematic consumer evaluations in a controlled
research setting, the analysis quantified the influence of high impact ads on key brand metrics.
The research design also allowed for observations among dierent campaign objectives within four
key industry categories: automotive, retail, consumer packaged goods, and health and beauty.
LARGE-CANVAS DISPLAY UNITS LARGE-CANVAS DISPLAY UNITS
oer interactive functionality oer interactive functionality and large pixel
size within standard ad slots on the page. size within standard ad slots on the page.
Represented by Represented by the six IAB Rising Stars:
Billboard, Filmstrip, Portait, Pushdown, Billboard, Filmstrip, Portait, Pushdown,
Sidekick, and Slider.Sidekick, and Slider.
PageSkin™
SKINS OR WRAPS
surround the page content and remain on surround the page content and remain on
the page during scrolling. Represented by Represented by
PageSkin™, a static skin unit.
10
EVALUATING THE ABILITY OF HIGH IMPACT ADS TO BREAK THROUGH CROWDED WEBPAGES AND GRAB CONSUMER ATTENTIONThe first stage of the analysis sought to quantify the ability of high impact ads to drive recall
and recognition of a brand and its messaging across digital content.
The full-screen takeover formats, which took up the most page real estate, delivered 124% higher unaided
brand recall than the standard 300x250 standard display. Skin units also delivered higher levels of unaided
brand recall—82% greater than standard display—likely due to their persistence on the page, while the largest
IAB Rising Stars, Billboard and Slider, were the top performing large-canvas display formats. Sidekick was
the only ad format that did not show any increase in unaided brand recall, possibly due to the fact that it is
identical in size to the standard display unit in its non-expanded form.
These results confirm the ability of high impact ad formats to significantly outperform standard display in
driving brand awareness and recall.
standout brand experiences 11
Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval
% ACCURATELY RECALLED
118
135
STANDARD DISPLAY
LARGE-CANVAS DISPLAY
BILLBOARD
SLIDER
FILMSTRIP
SCREENSHIFT™
PORTRAIT
SIDEKICK
PAGEGRABBER®
PAGESKIN™
PUSHDOWN
FULL-SCREEN INTERACTIVE 224*224*224*
182*
171*
100
112
127
129
100
WHAT BRANDS OR SERVICES, IF ANY,
DO YOU REMEMBER SEEING ADVERTISED?
THE LARGEST ADS DELIVERED THE GREATEST UNAIDED BRAND RECALLTo determine brand and message breakthrough, the first metric explored was unaided brand recall. Intuitively,
it makes sense that larger ad formats would be most likely to break through the clutter of a webpage and leave
a branded impression. Results across all four brands tested confirmed this hypothesis.
12
HIGH IMPACT UNITS RESULTED IN IMPROVED AD AND BRAND RECOGNITION
The e�ectiveness of high impact ad formats at leaving a branded impression on consumers was tested
by their ability to drive ad recognition and branded recognition. Test respondents were re-exposed to
the ad formats in a de-branded view, in which brand names, logos, and clearly identifiable information
were removed from the ad. After re-exposure, respondents were asked whether they remembered
seeing that particular ad format and what brand it was for.
standout brand experiences 13
DO YOU REMEMBER SEEING THIS AD
AMONG THE ADS YOU JUST SAW?
Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval
% DEFINITELY SAW
SCREENSHIFT™ 225*PAGEGRABBER® 241*
PUSHDOWN 116
SLIDER 125
STANDARD DISPLAY
LARGE-CANVAS DISPLAY
BILLBOARD
PORTRAIT
SIDEKICK
PAGESKIN™
FILMSTRIP
FULL-SCREEN INTERACTIVE 233*
231*
169*
100
106
123*
119
106
14
Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval
% DEFINITELY SAW AND IDENTIFIED CORRECT BRAND
SCREENSHIFT™ 217*PAGEGRABBER® 267*
100
PUSHDOWN 117
133*
STANDARD DISPLAY
LARGE-CANVAS DISPLAY
BILLBOARD
SIDEKICK
SLIDER
PORTRAIT
FILMSTRIP
PAGESKIN™
FULL-SCREEN INTERACTIVE 242*
189*
167*
100
128
133*117117
WHAT BRAND WAS THIS AD FOR?
standout brand experiences 15
As with unaided brand recall, the full-screen takeover and
skin formats consistently elicited the greatest ad and brand
recognition: full-screen takeover ads had 123% greater ad
recognition and 142% greater brand recognition than standard
display, while skins had 131% greater ad recognition and 89%
greater branded recognition. Within the large-canvas display
units, Billboard again delivered the best results (69% greater ad
recognition and 67% greater brand recognition), while Portrait and
Slider also delivered significantly increased brand recognition.
Results indicated that high impact formats’ e�ectiveness
at delivering increased brand recognition also led to the
improved playback, or proven recall, of key creative messaging.
Respondents recalled brand benefits of Kellogg’s® Special K®,
such as “contains protein or fiber,” as well as Volvo image
statements like “stylish” and “quality.”
16
A DEEPER DIVE INTO THE BENEFITS OF HIGH IMPACT AD EXPERIENCESThe first phase of the analysis provided an overall look at the ability of high impact digital
advertising to leave a branded impression. In the second phase, consumer reactions to high
impact ads were evaluated. This part of the study leveraged a forced re-exposure of the
advertising with additional ad diagnostic, ad attribute, and emotional engagement questions.
standout brand experiences 17
LARGE-FORMAT AND ENGAGING CREATIVE EXECUTIONS DRIVE INCREASED AD LIKEABILITYIn order to gauge consumer sentiment of the various formats, respondents were asked their overall likeability
of the ad experience immediately following forced re-exposure to the ads.
Results indicated a close correlation between likeability and format size and interactivity. Despite their more
intrusive nature, consumers were most receptive to the full-screen takeover ad experiences. These formats
received the highest likeability scores—30-49% higher than standard display—due to their interactivity and
ability to hold consumers’ attention.
“LIKEABILITY” IS A MEASURE USED TO GAUGE CONSUMERS’ AFFINITY FOR AN AD EXPERIENCE
AND SENTIMENT TOWARDS THE AD.
FULL-SCREEN TAKEOVER AD EXPERIENCES
%
18
WHICH OF THESE PHRASES BEST DESCRIBES YOUR FEELINGS ABOUT THE AD?
LIKED IT VERY MUCH, LIKED IT SOMEWHAT, FELT NEUTRAL ABOUT IT,
DISLIKED IT SOMEWHAT, DISLIKED IT VERY MUCH
Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval
% LIKE VERY MUCH
Interestingly, although the skin format statistically increased unaided brand recall and ad and brand
recognition, it delivered lower likeability results than the standard display unit. This may be due to the lack
of interactive or engaging elements in the skin unit, which is static. While skin formats traditionally take up
considerable real estate on the page, remaining present during page scrolling, they lack the engaging aspects
of the other formats that are key to consumer enjoyment of the ad experience. This was further confirmed by
the lack of increased likeability for Sidekick, the unit most closely resembling a standard display banner.
STANDARD DISPLAY 100
SCREENSHIFT™ 130*PAGEGRABBER® 149*
FILMSTRIP 87SLIDER 96PUSHDOWN 99
PORTRAIT 109*BILLBOARD 104*
LARGE-CANVAS DISPLAY
SIDEKICK
PAGESKIN™
FULL-SCREEN INTERACTIVE 140*
71
96
81
standout brand experiences 19
In order to provide context for the increased likeability of high impact in general, and for the full-screen takeover
formats specifically, respondents were asked about their agreement with a number of key ad attribute statements.
WHY ARE FULL-SCREEN TAKEOVER FORMATS SO WELL “LIKED”?
KEY AD ATTRIBUTES THAT
CONSUMERS AGREED
DESCRIBED THE TEST
FORMATS BETTER THAN
STANDARD DISPLAY AND
IPSOS ASI DIGITAL NORMS.
full-screen interactive
skins
large-canvas display
standard display
Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval
% DESCRIBES THE AD COMPLETELY
Is an ad people will talk about
Is entertaining
Is unique
Makes me want to learn moreabout the product/brand
Is for people like me
Is an ad that I want to sharewith my friends or family
Is an ad I find enjoyable
Told me something important
Is relevant
Is informative
FOR EACH STATEMENT, PLEASE INDICATE WHETHER THE WORD OR
PHRASE DESCRIBES THE AD COMPLETELY, SOMEWHAT, OR NOT AT ALL.
20
Across all four brands, the full-screen takeover formats delivered the highest levels of agreement across
all positive ad attributes. Perhaps most notably, respondents were 78% more likely to agree that full-screen
takeover ads, as opposed to standard display, made them want to learn more about the product or brand—
a metric that is particularly valuable for advertisers. In addition, full-screen takeover ads beat the Ipsos ASI
digital norm on eight key ad attributes, including elements such as “entertaining,” “unique,” and “ad people
will talk about.”
As a whole, large-canvas display units also performed better than the standard display ad, although levels of
agreement were not as high as for full-page takeover ads. The large-canvas display units worked particularly
well at delivering an enjoyable experience and being relatable to consumers.
Respondents’ descriptions of the high impact ad formats directly illustrate that the benefits of a highly
engaging ad experience that entertains, educates, and relays relevant information can outweigh the potential
irritation or intrusion of the browsing experience.
The positive response to both large-canvas display ads and full-screen takeover formats also increased
consumers’ a�nity for the brand, aiding in deeper consideration of the brand and its products. Out of all
formats tested, PageGrabber® delivered the greatest connection to the brand: 52% greater than the
standard display ad. This result may be due to the increased time spent with the ad unit, which immerses the
user in the brand experience by interacting with the original webpage content.
OUT OF ALL FORMATS TESTED,
THE GREATEST CONNECTION:GREATER THAN STANDARD DISPLAY
HIGH IMPACT CREATES A CONNECTION TO THE BRAND
standout brand experiences 21
PLEASE INDICATE HOW CLOSE YOU FEEL
TO THE BRAND ON A SCALE OF 1 TO 10.
Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval
Billboard and Slider also showed significant increases in brand a�nity, performing better than any other
large-canvas display ads. Slider requires a roll-over or click for the user to experience the full interactivity
of the unit, thus those who saw the expanded unit had already indicated a higher propensity for the brand.
This may have led to the elevated levels of brand closeness. However, we do not see the same for Sidekick,
which most closely resembles the standard display used as a control.
TOP 3 (OUT OF 10 POINT SCALE)
SCREENSHIFT™ 118*PAGEGRABBER® 152*
FILMSTRIP
STANDARD DISPLAY
LARGE-CANVAS DISPLAY
BILLBOARD
PUSHDOWN
SLIDER
PORTRAIT
SIDEKICK
PAGESKIN™
FULL-SCREEN INTERACTIVE 135*
117
131*
100
116
121
119*
117
134*
95
22
To measure the comparative di�erences in emotive and cognitive power of the ad formats tested, Ipsos
ASI’s proprietary CEP® Test was employed. Respondents answered a variety of ad rating questions and their
responses were displayed as a visualization of the combined impact of each ad format. Industry research
shows that emotion is a key influencer of decision-making; building emotional rewards for buying a brand
may be a more ecient and lasting means to building brand equity1.
HIGH IMPACT FORMATS GENERATE EMOTIVE AND COGNITIVE RESPONSES IN CONSUMERS
EMOT
IVE P
OWER
COGNITIVE POWER
PageGrabber®
Full-screen Takeover
ScreenShift™
Large-canvas Display
Filmstrip
Slider
Billboard Sidekick
Pushdown
Portrait
Standard Display
PageSkin™
Source: Panel survey, Total n=75 per cell; The Cognitive Emotive Power (CEP®) Test was developedby Dr. Robert Heath, a UK academic and authority on the role of emotion in advertising
1Ipsos ASI & Dr. Robert Heath, Journal of Advertising Research
FOR THE INTENSITY OF EMOTIVE AND COGNITIVE RESPONSE
standout brand experiences 23
Results indicated that the full-screen takeover formats not only related the most relevant information
and facts, but also elicited the greatest emotional response in consumers. The strong performance of
these formats may be attributed to the enhanced interactivity of the ads with the page content along with the
additional time spent with the units due to their initial animation phase.
Of the large-canvas display formats tested, Portrait stood out as the best in terms of emotional
engagement. The large real estate of this ad format, along with its ability to convey multiple fields of
information in a single frame, may account for the high emotive and cognitive scores. Only the skin format
showed a lower emotive power than standard display, possibly due to its static nature.
EMOTIVEPOWER
COGNITIVE POWER
INPUT RATINGS PROBE CONSUMER PERCEPTIONS OF EMOTIONAL CONTENT IN THE AD, INCLUDING PERCEIVED “MOOD” OR “STYLE” OF THE AD, AS WELL AS ENGAGEMENT WITH, OR ENJOYMENT OF, THE AD.
INPUT RATINGS PROBE CONSUMER PERCEPTIONS OF THE AMOUNT OF RELEVANT INFORMATION COMMUNICATED BY THE AD,
AND ARE INFLUENCED BY ASPECTS SUCHAS CREDIBILITY AND NEWS VALUE.
24
SHIFTING THE CONVERSATION TO CONSUMER ACTIONSIn this stage of the study, we aimed to uncover the actions consumers were likely to take after
exposure to high impact ad experiences.
standout brand experiences 25
RETRANSMISSION IS A
COMPOSITE SCORE OF
4 KEY AD ATTRIBUTES:
• “IS AN AD PEOPLE WILL TALK ABOUT”
• “IS FOR PEOPLE LIKE ME”• “IS UNIQUE”• “IS EMOTIVE”
Undertone proprietary benchmarks and research from the IAB have showed 2-3X greater interaction rates and
time spent with high impact ad formats than standard display2. However, very little has been known as to what
type of actions consumers are likely to take due to these immersive high impact ad experiences.
The first stage of this analysis aimed to uncover the likelihood for “retransmission,” or social action,
which ultimately drives the propensity of an ad to go viral and generate advocacy. Ipsos ASI’s proprietary
algorithm for retransmission is based on a composite of four key ad attributes, which are used to predict the
likelihood that a user will react in some way to share the ad message with their social circle.
Results indicated that across all four brands, both the full-screen takeover units and the large-canvas display
units had a higher propensity to be shared than a standard display ad—71% and 31% higher, respectively.
Results varied slightly across brands, with Billboard also standing out for Macy’s and Volvo as a key driver of
social action. Screenshift™ and Pushdown also showed directional increases in retransmission for all four brands.
THE MOST INTERACTIVE AND ENGAGING FORMATS DRIVE EARNED MEDIA
Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval2IAB and IPG Media Lab, IAB Rising Stars Ad Units, February 2012
SCREENSHIFT™ 136PAGEGRABBER® 207*
SLIDER 129FILMSTRIP 121
STANDARD DISPLAY
LARGE-CANVAS DISPLAY
BILLBOARD
PUSHDOWN
PORTRAIT
SIDEKICK
PAGESKIN™
FULL-SCREEN INTERACTIVE 171
100
150
100
136
131
129
121
26
The second part of the retransmission analysis sought to uncover
the actions and social activities consumers were likely to engage
in after ad exposure. These results were aggregated into three
key areas: social network sharing, personal recommendations,
and shopping behaviors. In general, all high impact ads had
greater impact on consumers’ likelihood to take an action than
standard display ads. Both social network sharing and personal
recommendations were between 30-60% higher for those exposed
to any of the high impact ad groups.
Consumers exposed to large-canvas display and full-screen
takeover units were also more likely to exhibit shopping behaviors
such as going to the brand’s site to learn more or looking for the
product in stores—a particularly valuable result for marketers. The
increase in likelihood to take action here was much smaller than
for the social sharing actions—it’s harder to convince consumers
to look for a product in a store than to simply share an ad on social
media—but still statistically significant.
Not unsurprisingly, most of the actions were significantly higher for
respondents A18-34 than for A35+. For example, the full-screen
takeover units drove a 50% lift in visitation to the brand’s website
for this younger audience. Interestingly, however, ScreenShift™ and
Billboard units were more e�ective on the older respondent group
(A35+) in terms of getting this audience to become fans of the
brand on Facebook.
WHAT CONSUMER ACTIONS ARE DRIVEN BY HIGH IMPACT ADS?
Social Network Sharing
includes, but is not limited
to “Share on Facebook,”
“Become a fan of the brand
on Facebook,” “Share on
Twitter,” “Comment about
this ad in an online forum,”
“Write a note about this ad
on a blog”
Personal Recommendations
include “Send an email to
family or friends about some
aspect of this ad”, or “Talk
about some aspect of this
ad with family or friends”
Shopping Behaviors include
“Go to the brand’s website
to learn more/see more”,
“Search online for more
information regarding
content in the ad”, or “Look
for the product in stores”
standout brand experiences 27
standard display full-screen interactivelarge-canvas display skins
Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval
SOCIAL NETWORK SHARING PERSONAL RECOMMENDATIONS SHOPPING BEHAVIORS
161*158* 158* 155*149*
28
HIGH IMPACT FORMATS IMPROVE CONSUMER BRAND CHOICE WITHIN THE FAST-MOVING GOODS CATEGORY, BUT MAY REQUIRE MORE THAN JUST AN INNOVATIVE AD FORMAT
Previous research commissioned by Undertone uncovered the finding that website quality and context are the key
drivers for improving purchase intent in online video advertising3. To explore purchase intent in this high impact
study, the last part of the research aimed to uncover the e�ectiveness of high impact ad formats at driving brand
choice for the fast-moving goods brands, Kellogg’s® Special K® and Nair™ for Women. Results indicated that
full-screen takeover units had a significant influence on consumer brand choice. Of the large-canvas display
formats, both the Pushdown and Portrait units delivered significantly higher brand choice than the standard
display banner.
Given the controlled environment used in this study and the quality/context finding from the previous online video
study, we can hypothesize that the e�ectiveness of high impact may have been greater on more contextually
relevant content. In addition, purchase-based targeting may aid in reaching a more relevant audience who would
likely be more receptive to the creative messaging. These additional elements may lead to higher levels of brand
switching when part of a holistic campaign.
3Undertone proprietary research, “Understanding the Drivers of A Standout Video Experience”, Oct 2012
standout brand experiences 29
Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval
% MOST LIKELY TO BUY TEST BRAND NEXT
BILLBOARD 113
PORTRAIT 124*
STANDARD DISPLAY
LARGE-CANVAS DISPLAY
PUSHDOWN
SLIDER
SCREENSHIFT™
SIDEKICK
PAGEGRABBER®
PAGESKIN™
FILMSTRIP
FULL-SCREEN INTERACTIVE 127*129*
127*
107
100
106
120*
109
10684
PLEASE TELL US WHICH OF THE LISTED BRANDS
YOU ARE MOST LIKELY TO BUY NEXT.
30
CONCLUSIONSTHE FINDINGS IN THIS JOINT STUDY INDICATE THAT HIGH IMPACT DIGITAL ADVERTISING IS A POWERFUL MEANS TO INFLUENCE CONSUMER ATTITUDES AND BEHAVIORS TOWARDS BRANDS AND THEIR PRODUCTS.
HIGH IMPACT SUCCESSFULLY BREAKS THROUGH THE CLUTTER TO LEAVE A
BRANDED IMPRESSION.
Full-screen interactive formats, large-canvas display units, and skins all increase unaided
brand recall, ad recognition, and brand recognition compared to standard display formats.
THE PRESENCE OF ENGAGING AND ENTERTAINING ELEMENTS
DIRECTLY CORRELATES TO POSITIVE CONSUMER ATTITUDES TO ONLINE
DIGITAL ADVERTISING.
The most highly interactive units delivered the highest ad likeability scores and the best
brand connection.
HIGH IMPACT DELIVERS BETTER EMOTIONAL RESPONSE—A KEY DRIVER OF
DECISION MAKING—THAN STANDARD DISPLAY UNITS.
Full-screen takeover units provide the canvas to execute highly emotive creative
messaging, resulting in increased engagement with the brand.
HIGH IMPACT EXECUTIONS ARE MORE LIKELY TO BE SHARED THAN
STANDARD DISPLAY UNITS.
High impact was most successful at improving social network sharing, personal
recommendations, and shopping behaviors.
standout brand experiences 31
Undertone partnered with Ipsos ASI, a global leader in both traditional and
digital creative testing, to employ a measurement methodology that tested the
branding impact of high impact digital ad formats. The study included an online
panel survey utilizing a sequential monadic design to measure the e�ect of
advertising on a range of standard brand metrics, along with emotional response
and retransmission. The test design included a three-phased process of an initial
distracted exposure, a de-branded re-exposure for ad and brand recognition,
and a forced exposure for ad diagnostics and additional measures. In order to
isolate the impact of format versus creative, the survey respondent was exposed
to four non-overlapping brand/format combinations of the standard display,
six IAB Rising Stars, and four Undertone proprietary formats.
Panelists were recruited randomly from the Ipsos ASI panel to participate in the
survey. Users aged 18-64 who live in the US were recruited with a 60/40 female
to male ratio, with the exception of the Church & Dwight Nair™ brand which had
100% female respondents. The study was fielded from September 1 – 27, 2013.
Total respondent count was N=300 per test cell, a total of 3,000 respondents.
Forced re-exposure was to an N=75 per test cell sub-population of respondents.
The analysis was performed at the advertiser level and at the ad format level to
compare the strengths and weaknesses between formats across all KPIs and
ad diagnostics. Findings were aggregated across all four advertisers, as well
as for the individual ad formats, with comparisons of high impact ad formats to
traditional standard display banner performance.
The intensity of emotional response was measured through Ipsos ASI’s
proprietary CEP® Test that gauges the Emotive Power™ and Cognitive Power™
of advertising. This process visualizes the ad’s cognitive and emotive power
based on consumer ratings of the ad. All statistical testing was done at the 90%
confidence interval.
For further information on this research study and to find out more about
Undertone’s high impact advertising solutions, contact Shawn Baron:
[email protected] (212) 685-8000 ext. 1437.(212) 685-8000 ext. 1437.(212) 685-8000 ext. 1437
DETAILED METHODOLOGY
ANALYSIS, MODELING, AND STATISTICAL TESTING
[email protected] | 212.685.8000undertone.com | @AccessUndertone
Shawn BaronDirector, Research & Insights
AUTHOR
ABOUT UNDERTONE
ABOUT IPSOS
Undertone is a digital advertising company that sits
at the intersection of media, creative, and technology.
Undertone develops immersive video, high impact,
and display ad units that enable brands to engage
consumers beyond the confines of tradititonal
banner ads. Through proprietary technology platforms,
these ads are delivered across screens and devices
on a handpicked portfolio of the world’s best media
properties. Find out more at www.undertone.com.
Ipsos ASI is a member of the Ipsos Group, a leading
global survey-based research company. Ipsos ASI
o�ers a full range of advertising research solutions
to help clients make the best decisions at all stages
of the advertising development process, and to
maximize the return on their advertising investment.
These services are used globally by advertisers
looking to examine and leverage their advertising
investments, making Ipsos ASI the largest provider
of advertising pre-testing services in the world.
Find out more at www.ipsos.com/asi.