Few Marketers Aware of IAB’s Rising Stars Units

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. (more…)