A recent Microsoft study showed premium formats are more effective than standard ad formats – in some cases more than twice as effective. The survey of 1,800 people measured brand awareness, consideration, and purchase intent of IAB US Rising Star formats compared to standard ad units.
Premium formats justify higher price points since they are able to deliver enhanced effectiveness through increased levels of attention:
- Branding uplifts: While standard formats still have an impact on the brand, new formats can have a more significant impact on measures such as awareness, consideration and opinion
- Creative evaluation: New formats score well for differentiation among other scores which result in a higher intention to click and ultimately purchase intention
- Levels of attention: Premium formats attract much higher levels of attention compared to the average of standard formats
