Case Study: Oreo achieves stronger mobile brand recall and doubled interaction rates with comScore

How Mobile Rising Star Ad Units are Propelling Brand Advertising in Mobile

comScore, in partnership with the IAB and Vibrant Media, ran a branded-effectiveness study using Oreo to address a key industry challenge: mobile ad spend is booming but marketers still need to understand how to capture attention, deliver richer creative on small screens, and measure branding value. The research set out to determine which mobile ad formats and platforms best drive interaction and brand lift.

The team surveyed 1,551 U.S. adults (18–54) on iOS smartphones and tablets, comparing six IAB Mobile Rising Star units to a standard mobile banner and measuring interaction and branding lift. Results showed tablets produced stronger brand and message recall while smartphones felt more attention-grabbing, and the Mobile Rising Star ads generated roughly double the interaction of standard banners and delivered meaningful lifts in brand recall, message recall and positive ad perceptions.

Oreo

Peter Minnium

Head of Brand Initiatives