Will The New IAB Ads Really Be Rising Stars?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


There is a new ad unit in town. In fact, there are several, and they are big, bold, and a brand marketer’s dream. They are the Interactive Advertising Bureau “Rising Stars” – a series of cutting-edge branding ads designed by such leading technology firms as AOL/Pictela, Microsoft and Google/YouTube. The primary goal of these units is to allow the site visitor to engage with the brand without leaving the site (think rich media banners on steroids). The added benefit for publishers, advertisers and readers alike is the elimination of clutter since only one ad appears on a page, generating as much–if not more–revenue and value for all constituencies as the multiple ads they replaced. Read more

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