Interactive digital ads are yielding viewer engagement

(Sept 28, 2014) Consumer preferences are leaning towards richer, more engaging ad formats, as brands continue to deploy interactive ad units as part of an overall digital marketing strategy.

Jivox, provider of an ad platform for dynamic advertising, analysed more than 2.7 billion impressions to determine the performance of emerging ad formats. It compared key user engagement metrics produced by interactive IAB Rising Stars ads units with their traditional, static counterparts.