The study, which surveyed more than 3,000 panelists last September, examined homepage takeover-type units that came on the scene in a big way several years ago as more Web publishers were seeking bigger brand budgets. These ad types, while endorsed by the Interactive Advertising Bureau and the Online Publishers Association, have seemingly gone out of vogue these days as more advertisers push for native units that look and feel like Web content.
But it’s not surprising, says the report, that the study found bigger ads drove more brand recall. However, it is surprising that respondents said they liked full-screen takeovers the best. These ads received likability scores that were 30 to 49% higher than standard display units, according to the report.
Based on the attributes that scored highest among respondents who were asked to describe full-screen takeover ad units, respondents seemed to gravitate to “these ads are ‘buzzy’, this-is-a-big-deal.” (for access to examples, see below)
People were 90% more likely to agree that these full-screen units are “an ad people will talk about” compared to other display ads, and 86% found them to be more entertaining. Similarly, respondents were 79% more likely to find these ads “unique” and 78% more likely to credit these ads with “making me want to learn more about the product or brand.”
Undertone co-founder, Eric Franchi, concludes that "… it may seem somewhat counterintuitive that full-screen takeovers got the highest likability score… (but) great advertising means great creativity… takeovers help that creative break through… “
N.B. This study primarily focuses on display ads, comparing high-impact display ads with standard banners. The Native ad was not part of the research. It would be interesting to see what consumers thought of native ads vs. full-screen takeovers, if given the choice, notes the report.