DELIVERING BRANDING VALUE THROUGH HIGH IMPACT...CONSUMERS HAVE A MORE ENJOYABLE EXPERIENCE WITH HIGH ... in-house through Undertone’s Digital Innovation Studio ... standout brand

standout brand experiences

DELIVERING BRANDING VALUE THROUGH

AN UNDERTONE AND IPSOS ASI JOINT RESEARCH PROJECT

HIGH IMPACTDIGITAL ADVERTISING

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.

standout brand experiences 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 e�ectiveness 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 e�ect on consumer actions that marketers

can expect from high impact formats.

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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 e�ective 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 a�nity 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 e�ective at driving personal recommendations than social network sharing or consumer shopping behaviors—49% more likely to drive personal recommendations than standard display ads.


6

Research objective: to evaluate

branding eectiveness of high

impact ad formats in relation to

standard display.


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

8

The goal of the research project was to quantify the branding value of high impact ad formats in

three distinct groups:

To see more examples of high impact ad formats, visit www.undertone.com.

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™


Billboard

Filmstrip

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 dierent campaign objectives within four

key industry categories: automotive, retail, consumer packaged goods, and health and beauty.

LARGE-CANVAS DISPLAY UNITS LARGE-CANVAS DISPLAY UNITS

oer interactive functionality oer interactive functionality and large pixel

size within standard ad slots on the page. size within standard ad slots on the page.

Represented by Represented by the six IAB Rising Stars:

Billboard, Filmstrip, Portait, Pushdown, Billboard, Filmstrip, Portait, Pushdown,

Sidekick, and Slider.Sidekick, and Slider.

PageSkin™

SKINS OR WRAPS

surround the page content and remain on surround the page content and remain on

the page during scrolling. Represented by Represented by

PageSkin™, a static skin unit.

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

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.


Source: Panel survey, Total n=300 per cell; *Format significantly higher than standard display at 90% confidence interval

% ACCURATELY RECALLED

118

135

STANDARD DISPLAY

LARGE-CANVAS DISPLAY

BILLBOARD

SLIDER

FILMSTRIP

SCREENSHIFT™

PORTRAIT

SIDEKICK

PAGEGRABBER®

PAGESKIN™

PUSHDOWN

FULL-SCREEN INTERACTIVE 224*224*224*

182*

171*

100

112

127

129

100

WHAT BRANDS OR SERVICES, IF ANY,

DO YOU REMEMBER SEEING ADVERTISED?

THE LARGEST ADS DELIVERED THE GREATEST UNAIDED BRAND RECALLTo 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.

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HIGH IMPACT UNITS RESULTED IN IMPROVED AD AND BRAND RECOGNITION

The e�ectiveness 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.


DO YOU REMEMBER SEEING THIS AD

AMONG THE ADS YOU JUST SAW?


% DEFINITELY SAW

SCREENSHIFT™ 225*PAGEGRABBER® 241*

PUSHDOWN 116

SLIDER 125

STANDARD DISPLAY


BILLBOARD

PORTRAIT

SIDEKICK

PAGESKIN™

FILMSTRIP

FULL-SCREEN INTERACTIVE 233*

231*

169*

100

106

123*

119

106

14


% DEFINITELY SAW AND IDENTIFIED CORRECT BRAND


100

PUSHDOWN 117

133*

STANDARD DISPLAY


BILLBOARD

SIDEKICK

SLIDER

PORTRAIT

FILMSTRIP

PAGESKIN™


189*

167*

100

128

133*117117

WHAT BRAND WAS THIS AD FOR?


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’ e�ectiveness

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.”

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A DEEPER DIVE INTO THE BENEFITS OF HIGH IMPACT AD EXPERIENCESThe 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.


LARGE-FORMAT AND ENGAGING CREATIVE EXECUTIONS DRIVE INCREASED AD LIKEABILITYIn 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.

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.

“LIKEABILITY” IS A MEASURE USED TO GAUGE CONSUMERS’ AFFINITY FOR AN AD EXPERIENCE

AND SENTIMENT TOWARDS THE AD.

FULL-SCREEN TAKEOVER AD EXPERIENCES

%

18

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


% LIKE 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.

STANDARD DISPLAY 100


FILMSTRIP 87SLIDER 96PUSHDOWN 99

PORTRAIT 109*BILLBOARD 104*


SIDEKICK

PAGESKIN™


71

96

81


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.

WHY ARE FULL-SCREEN TAKEOVER FORMATS SO WELL “LIKED”?

KEY AD ATTRIBUTES THAT

CONSUMERS AGREED

DESCRIBED THE TEST

FORMATS BETTER THAN

STANDARD DISPLAY AND

IPSOS ASI DIGITAL NORMS.

full-screen interactive

skins

large-canvas display

standard display


% DESCRIBES THE AD COMPLETELY

Is an ad people will talk about

Is entertaining

Is unique

Makes me want to learn moreabout the product/brand

Is for people like me

Is an ad that I want to sharewith my friends or family

Is an ad I find enjoyable

Told me something important

Is relevant

Is informative

FOR EACH STATEMENT, PLEASE INDICATE WHETHER THE WORD OR

PHRASE DESCRIBES THE AD COMPLETELY, SOMEWHAT, OR NOT AT ALL.

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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.

The positive response to both large-canvas display ads and full-screen takeover formats also increased

consumers’ a�nity 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.

OUT OF ALL FORMATS TESTED,

THE GREATEST CONNECTION:GREATER THAN STANDARD DISPLAY

HIGH IMPACT CREATES A CONNECTION TO THE BRAND


PLEASE INDICATE HOW CLOSE YOU FEEL

TO THE BRAND ON A SCALE OF 1 TO 10.


Billboard and Slider also showed significant increases in brand a�nity, 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)


FILMSTRIP

STANDARD DISPLAY


BILLBOARD

PUSHDOWN

SLIDER

PORTRAIT

SIDEKICK

PAGESKIN™


117

131*

100

116

121

119*

117

134*

95

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To measure the comparative di�erences 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 ecient and lasting means to building brand equity1.

HIGH IMPACT FORMATS GENERATE EMOTIVE AND COGNITIVE RESPONSES IN CONSUMERS

EMOT

IVE P

OWER

COGNITIVE POWER

PageGrabber®

Full-screen Takeover

ScreenShift™

Large-canvas Display

Filmstrip

Slider

Billboard Sidekick

Pushdown

Portrait

Standard Display

PageSkin™

Source: Panel survey, Total n=75 per cell; The Cognitive Emotive Power (CEP®) Test was developedby Dr. Robert Heath, a UK academic and authority on the role of emotion in advertising

1Ipsos ASI & Dr. Robert Heath, Journal of Advertising Research

FOR THE INTENSITY OF EMOTIVE AND COGNITIVE RESPONSE


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.

EMOTIVEPOWER

COGNITIVE 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.

INPUT RATINGS PROBE CONSUMER PERCEPTIONS OF THE AMOUNT OF RELEVANT INFORMATION COMMUNICATED BY THE AD,

AND ARE INFLUENCED BY ASPECTS SUCHAS CREDIBILITY AND NEWS VALUE.

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SHIFTING THE CONVERSATION TO CONSUMER ACTIONSIn this stage of the study, we aimed to uncover the actions consumers were likely to take after

exposure to high impact ad experiences.


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”

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 display2. 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.

THE MOST INTERACTIVE AND ENGAGING FORMATS DRIVE EARNED MEDIA

Source: Panel survey, Total n=75 per cell; *Format significantly higher than standard display at 90% confidence interval2IAB and IPG Media Lab, IAB Rising Stars Ad Units, February 2012

SCREENSHIFT™ 136PAGEGRABBER® 207*

SLIDER 129FILMSTRIP 121

STANDARD DISPLAY


BILLBOARD

PUSHDOWN

PORTRAIT

SIDEKICK

PAGESKIN™

FULL-SCREEN INTERACTIVE 171

100

150

100

136

131

129

121

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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 e�ective on the older respondent group

(A35+) in terms of getting this audience to become fans of the

brand on Facebook.

WHAT CONSUMER ACTIONS ARE DRIVEN BY HIGH IMPACT ADS?

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 email 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”


standard display full-screen interactivelarge-canvas display skins


SOCIAL NETWORK SHARING PERSONAL RECOMMENDATIONS SHOPPING BEHAVIORS

161*158* 158* 155*149*

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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 advertising3. To explore purchase intent in this high impact

study, the last part of the research aimed to uncover the e�ectiveness 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 e�ectiveness 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.

3Undertone proprietary research, “Understanding the Drivers of A Standout Video Experience”, Oct 2012



% MOST LIKELY TO BUY TEST BRAND NEXT

BILLBOARD 113

PORTRAIT 124*

STANDARD DISPLAY


PUSHDOWN

SLIDER

SCREENSHIFT™

SIDEKICK

PAGEGRABBER®

PAGESKIN™

FILMSTRIP

FULL-SCREEN INTERACTIVE 127*129*

127*

107

100

106

120*

109

10684

PLEASE TELL US WHICH OF THE LISTED BRANDS

YOU ARE MOST LIKELY TO BUY NEXT.

30

CONCLUSIONSTHE 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.


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 e�ect 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 18-64 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, 2013.

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.

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:

[email protected] (212) 685-8000 ext. 1437.(212) 685-8000 ext. 1437.(212) 685-8000 ext. 1437

DETAILED METHODOLOGY

ANALYSIS, MODELING, AND STATISTICAL TESTING

[email protected] | 212.685.8000undertone.com | @AccessUndertone

Shawn BaronDirector, Research & Insights

AUTHOR

ABOUT UNDERTONE

ABOUT IPSOS

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 www.undertone.com.

Ipsos ASI is a member of the Ipsos Group, a leading

global survey-based research company. Ipsos ASI

o�ers 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 www.ipsos.com/asi.

Documents

DELIVERING BRANDING VALUE THROUGH HIGH IMPACT...CONSUMERS HAVE A MORE ENJOYABLE EXPERIENCE WITH HIGH ... in-house through Undertone’s Digital Innovation Studio ... standout brand