Study: Rich-media ads improve engagement, brand recall

06/10/2013 | MediaPost Communications

Rich-media mobile advertisements generate nearly twice the interaction rates that standard banner ads do, according to research from the Interactive Advertising Bureau. In a study of Oreo's "Cookies vs. Crème" marketing campaign, 9.3% of people who viewed one of five types of rich-media ads clicked on those ads compared with 5.2% for banner ads. The rich-media ads also generated a higher brand-recall rate of 98.1% versus 83% for banner ads. More than half of mobile users said they preferred interacting with the rich-media ads.

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