The good news is that awareness and interest in the digital ad industry’s so-called “rising star” advertising formats has grown appreciably in the past year -- for desktop. The bad news is that mobile versions are barely on the radar screen with most ad executives.
The findings, which come from the second in a series of annual surveys of ad execs and publishers conducted by Undertone, come a year after its benchmark study found relatively low awareness for the Interactive Advertising Bureau’s desktop rising star ad formats. A year later, that awareness has improved dramatically, rising from only 31% of advertisers polled in 2013 to 60% in 2014. The percentage of ad agency execs who said they were aware of the desktop units grew from 69% in 2013 to 84% in 2014, who cited “pushdowns” and “billboards” as their two top formats (92% and 88%, respectively).
The new findings, which polled 100 advertiser, 731 agency and 94 publisher executives in March and April, indicate much lower awareness and acceptance of the mobile ad formats. Less than 40% of the agency respondents said they were aware of mobile rising star ad formats. Undertone did not release findings on the awareness of advertisers of mobile rising star units, but Undertone Co-Founder Eric Franchi attributed the slow uptake of ad execs to mobile ad formats to a lag effect.“If we see the next year play out like 2013 did with awareness and usage, mobile rising stars should see a lot of growth come next year,” he predicts.