Digital advertising: Delivering brand value through high impact ads
Shawn Baron Undertone
Executive summary
High impact ads, with their large real estate and engaging features, are well known for driving higher response rates in terms of clicks and engagement than standard display ads. 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 valueof high impact ads has only been assessed in a limited fashion. This combined research study with Undertone...