There’s a big gap in awareness of the IAB’s Rising Stars units between marketers and agencies, finds Undertone [download page] in a recently-released study. Only 31% of marketers surveyed said they had hard of the IAB’s Rising Stars, which promise to “drive brand equity at scale,” according to the IAB, and which the IAB has found [pdf] to outperform standard units in several brand metrics. By contrast, the Undertone study found that agencies were more than twice as likely to be aware of the new-to-market units, with 69% claiming to have heard of them.
Among both marketers and agencies who were aware of the Rising Stars, the “Pushdown” and “Billboard” formats generated the highest levels of awareness, followed by the “Slider” format. Yet only 40% of agencies aware of the units (and 25% of the marketers aware of them) were able to name all 6, according to study.
Roughly one-third of the agencies polled who were aware of the units said they had not used any before.
Among those who had not deployed any Rising Stars, the key reason was cost, followed by distribution limitations.
Of those agencies aware of the units, 74% said they were very (37%) or somewhat (37%) likely to buy them this year.
Among the agencies that deployed them in 2012, 58% said they would increase their spending on the units this year.
About the Data: The study was fielded online from January 15 – 30, 2013. The sample included marketers, agency members, and publishers representing leading US advertisers from a diverse array of industries. Respondent incentives included gift cards, charitable donations and a first-look at the results. Overall sample sizes included 133 marketer, 546 agency, and 100 publisher contacts.