Capitalizing on the Creative Canvas

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With the evolving digital canvas, Yahoo!, in partnership with Innerscope Research, used cutting edge research techniques to understand what engages consumers most effectively and how best capitalize on larger, innovative ad units, in the study "Capitalizing on the Creative Canvas."

By using eye-tracking and biometric measures, this new study discovered how ads that properly capitalize on new digital creative canvases resonate emotionally with consumers and help marketers achieve their marketing objectives. It is becoming vital to uncover creative best practices with new ad formats, as digital advertising continues to evolve, and there is a shift toward bigger and more dynamic ad units. Yahoo! Insights looked at how consumers respond at a non-conscious level to specific elements within our own innovative expanded digital canvas, the Login Page Takeover ad, and emerged with 5 creative best practices for how advertisers can leverage larger online ad units to achieve their marketing objectives.

Study link: http://advertising.yahoo.com/industry-knowledge/capitalizing-on-the-creative-canvas.html