The US IAB has added five more formats to its mobile ad industry standards after a comparison with traditional banners revealed significantly higher engagement and brand impact.

The Mobile Rising Stars ad formats were tested during an OREO Cookie campaign created in partnership with Vibrant Media and comScore. Nearly twice as many people – 9.3 per cent – were persuaded to slide, swipe and tap than the 5.2 per cent that interacted with the traditional banner. 98.1 per cent of those who interacted with a Mobile Rising Stars ad recalled the brand, which was 18 per cent more than those that saw a standard banner, and they were 23 per cent more likely to remember the message of the ad.

In total, 67 per cent said the Mobile Rising Stars ads were “better” or “much better” than a standard ad. The IAB says that these formats will enable marketers “to tell bigger and bolder stories on smaller, mobile screens.” The ads, which are fully detailed here, are called the filmstrip, the pull, the adhesion banner, the full page flex and the slider.

Commenting on the results, Anne Hunter, senior VP of global marketing strategy at comScore, said: “Consumers interact on smartphones and tablets with a series of swipes, taps, scrolls and flips that go well beyond the basic click that we’re used to focusing on with other digital screens. 

“That is why it is vital that marketers embrace mobile ad units that not only encompass those activities, but brings them to the forefront in rich canvasses that effectively deliver brand messages. This research clearly illustrates that the Mobile Rising Stars meet these criteria.”