DELIVERING BRANDING VALUE THROUGH HIGH IMPACT DIGITAL ADVERTISING AN UNDERTONE AND IPSOS ASI JOINT RESEARCH PROJECT. standout brand experiences

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1 DELIVERING BRANDING VALUE THROUGH HIGH IMPACT DIGITAL ADVERTISING AN UNDERTONE AND IPSOS ASI JOINT RESEARCH PROJECT standout brand experiences

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. 2

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 effectiveness 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 effect on consumer actions that marketers can expect from high impact formats. standout brand experiences 3

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 effective 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 affinity 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 effective at driving personal recommendations than social network sharing or consumer shopping behaviors 49% more likely to drive personal recommendations than standard display ads. 4

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6 Research objective: to evaluate branding effectiveness of high impact ad formats in relation to standard display. 6

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 standout brand experiences 7

8 The goal of the research project was to quantify the branding value of high impact ad formats in three distinct groups: 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 To see more examples of high impact ad formats, visit 8

9 LARGE-CANVAS DISPLAY UNITS offer interactive functionality and large pixel size within standard ad slots on the page. Represented by the six IAB Rising Stars: Billboard, Filmstrip, Portait, Pushdown, Sidekick, and Slider. Billboard Filmstrip SKINS OR WRAPS surround the page content and remain on the page during scrolling. Represented by PageSkin, a static skin unit. PageSkin 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 different campaign objectives within four key industry categories: automotive, retail, consumer packaged goods, and health and beauty. standout brand experiences 9

10 EVALUATING THE ABILITY OF HIGH IMPACT ADS TO BREAK THROUGH CROWDED WEBPAGES AND GRAB CONSUMER ATTENTION The 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. 10

11 THE LARGEST ADS DELIVERED THE GREATEST UNAIDED BRAND RECALL To 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. % ACCURATELY RECALLED WHAT BRANDS OR SERVICES, IF ANY, DO YOU REMEMBER SEEING ADVERTISED? STANDARD DISPLAY LARGE-CANVAS DISPLAY BILLBOARD SLIDER PORTRAIT PUSHDOWN FILMSTRIP SIDEKICK FULL-SCREEN INTERACTIVE 224* SCREENSHIFT PAGEGRABBER PAGESKIN * 182* 224* 224* Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval 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

12 HIGH IMPACT UNITS RESULTED IN IMPROVED AD AND BRAND RECOGNITION The effectiveness 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. 12

13 % DEFINITELY SAW DO YOU REMEMBER SEEING THIS AD AMONG THE ADS YOU JUST SAW? STANDARD DISPLAY LARGE-CANVAS DISPLAY 123* BILLBOARD SLIDER 125 PORTRAIT PUSHDOWN 116 FILMSTRIP SIDEKICK FULL-SCREEN INTERACTIVE 233* PAGEGRABBER 241* SCREENSHIFT 225* PAGESKIN * 231* Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval standout brand experiences 13

14 % DEFINITELY SAW AND IDENTIFIED CORRECT BRAND WHAT BRAND WAS THIS AD FOR? STANDARD DISPLAY LARGE-CANVAS DISPLAY BILLBOARD PORTRAIT SLIDER PUSHDOWN 117 SIDEKICK FILMSTRIP 133* 133* FULL-SCREEN INTERACTIVE 242* PAGEGRABBER SCREENSHIFT 217* 267* PAGESKIN * 189* Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval 14

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 effectiveness 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. standout brand experiences 15

16 A DEEPER DIVE INTO THE BENEFITS OF HIGH IMPACT AD EXPERIENCES The 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. 16

17 LARGE-FORMAT AND ENGAGING CREATIVE EXECUTIONS DRIVE INCREASED AD LIKEABILITY In 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. LIKEABILITY IS A MEASURE USED TO GAUGE CONSUMERS AFFINITY FOR AN AD EXPERIENCE AND SENTIMENT TOWARDS THE AD. 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. FULL-SCREEN TAKEOVER AD EXPERIENCES % standout brand experiences 17

18 STANDARD DISPLAY 100 SLIDER 96 FILMSTRIP 87 SIDEKICK 81 % LIKE VERY MUCH LARGE-CANVAS DISPLAY PORTRAIT 109* BILLBOARD PUSHDOWN 104* 99 FULL-SCREEN INTERACTIVE 140* PAGEGRABBER 149* SCREENSHIFT 130* PAGESKIN Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval 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 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. 18

19 WHY ARE FULL-SCREEN TAKEOVER FORMATS SO WELL LIKED? 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. % DESCRIBES THE AD COMPLETELY FOR EACH STATEMENT, PLEASE INDICATE WHETHER THE WORD OR PHRASE DESCRIBES THE AD COMPLETELY, SOMEWHAT, OR NOT AT ALL. Is an ad people will talk about Is entertaining Is unique Makes me want to learn more about the product/brand Is for people like me Is an ad that I want to share with my friends or family Is an ad I find enjoyable KEY AD ATTRIBUTES THAT CONSUMERS AGREED DESCRIBED THE TEST FORMATS BETTER THAN STANDARD DISPLAY AND IPSOS ASI DIGITAL NORMS. full-screen interactive large-canvas display skins standard display Told me something important Is relevant Is informative Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval standout brand experiences 19

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. HIGH IMPACT CREATES A CONNECTION TO THE BRAND OUT OF ALL FORMATS TESTED, THE GREATEST CONNECTION: GREATER THAN STANDARD DISPLAY The positive response to both large-canvas display ads and full-screen takeover formats also increased consumers affinity 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. 20

21 Billboard and Slider also showed significant increases in brand affinity, 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) PLEASE INDICATE HOW CLOSE YOU FEEL TO THE BRAND ON A SCALE OF 1 TO 10. STANDARD DISPLAY LARGE-CANVAS DISPLAY SLIDER BILLBOARD PUSHDOWN PORTRAIT FILMSTRIP SIDEKICK FULL-SCREEN INTERACTIVE 135* PAGEGRABBER 152* SCREENSHIFT 118* PAGESKIN * 134* 131* Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval standout brand experiences 21

22 HIGH IMPACT FORMATS GENERATE EMOTIVE AND COGNITIVE RESPONSES IN CONSUMERS To measure the comparative differences 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 efficient and lasting means to building brand equity 1. FOR THE INTENSITY OF EMOTIVE AND COGNITIVE RESPONSE PageGrabber EMOTIVE POWER Pushdown Slider Billboard Standard Display Large-canvas Display Filmstrip Portrait Sidekick ScreenShift Full-screen Takeover PageSkin COGNITIVE POWER Source: Panel survey, Total n=75 per cell; The Cognitive Emotive Power (CEP ) Test was developed by Dr. Robert Heath, a UK academic and authority on the role of emotion in advertising 1 Ipsos ASI & Dr. Robert Heath, Journal of Advertising Research 22

23 EMOTIVE 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. COGNITIVE POWER INPUT RATINGS PROBE CONSUMER PERCEPTIONS OF THE AMOUNT OF RELEVANT INFORMATION COMMUNICATED BY THE AD, AND ARE INFLUENCED BY ASPECTS SUCH AS CREDIBILITY AND NEWS VALUE. 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. standout brand experiences 23

24 SHIFTING THE CONVERSATION TO CONSUMER ACTIONS In this stage of the study, we aimed to uncover the actions consumers were likely to take after exposure to high impact ad experiences. 24

25 THE MOST INTERACTIVE AND ENGAGING FORMATS DRIVE EARNED MEDIA 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 display 2. 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. STANDARD DISPLAY LARGE-CANVAS DISPLAY 131 BILLBOARD PUSHDOWN PORTRAIT 129 SLIDER 129 FILMSTRIP 121 SIDEKICK FULL-SCREEN INTERACTIVE 171 PAGEGRABBER 207* SCREENSHIFT 136 PAGESKIN 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 Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval 2 IAB and IPG Media Lab, IAB Rising Stars Ad Units, February 2012 standout brand experiences 25

26 WHAT CONSUMER ACTIONS ARE DRIVEN BY HIGH IMPACT ADS? 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 effective on the older respondent group (A35+) in terms of getting this audience to become fans of the brand on Facebook. 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 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 26

27 standard display large-canvas display full-screen interactive skins 161* 158* 158* 155* 149* SOCIAL NETWORK SHARING PERSONAL RECOMMENDATIONS SHOPPING BEHAVIORS Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval standout brand experiences 27

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 advertising 3. To explore purchase intent in this high impact study, the last part of the research aimed to uncover the effectiveness 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 effectiveness 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. 3 Undertone proprietary research, Understanding the Drivers of A Standout Video Experience, Oct

29 % MOST LIKELY TO BUY TEST BRAND NEXT PLEASE TELL US WHICH OF THE LISTED BRANDS YOU ARE MOST LIKELY TO BUY NEXT. STANDARD DISPLAY LARGE-CANVAS DISPLAY PORTRAIT 124* PUSHDOWN BILLBOARD 113 FILMSTRIP SLIDER SIDEKICK FULL-SCREEN INTERACTIVE 127* SCREENSHIFT PAGEGRABBER PAGESKIN * 129* 127* Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval standout brand experiences 29

30 CONCLUSIONS THE 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. 30

31 DETAILED METHODOLOGY 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 effect 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 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, 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. ANALYSIS, MODELING, AND STATISTICAL TESTING 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: sbaron@undertone.com (212) ext standout brand experiences 31

32 ABOUT UNDERTONE 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 ABOUT IPSOS Ipsos ASI is a member of the Ipsos Group, a leading global survey-based research company. Ipsos ASI offers 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 AUTHOR Shawn Baron Director, Research & Insights info@undertone.com