©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The IAB’s Rising Stars formats were selected for their potential to drive brand equity at scale. But marketers and planners want to know how they compare to the current ‘go-to’ standard formats for branding at scale such as the MPU.
Why? Because nowadays it is all about ROI not risk. The new formats are more expensive to buy, so the market needs evidence to justify that price premium and discover their true value in brand storytelling.