Digital advertising: Delivering brand value through high impact ads

This paper explains research conducted to examine the effectiveness of high impact display advertising on key branding metrics and consumer engagement with brands beyond the initial ad experience.

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...

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