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Flite Offers IAB Rising Star Ad Formats for the Next Generation of Interactive Brand Advertising
[December 06, 2012]

Flite Offers IAB Rising Star Ad Formats for the Next Generation of Interactive Brand Advertising

SAN FRANCISCO, CA, Dec 06, 2012 (MARKETWIRE via COMTEX) -- Flite, the ad innovation company, today announced the release of all six Interactive Advertising Bureau (IAB) Rising Stars formats as templates in the Flite Platform.

The Rising Star creative formats -- Billboard, Filmstrip, Portrait, Pushdown, Slider, and Sidekick -- were developed and tested by the IAB in partnership with leading publishers and agencies in the digital world. After working extensively with many of these publishers, Flite has streamlined the ad creation process for Rising Star units. Now, advertisers can click on a template, follow the simple instructions to load creative assets, and begin customizing the ad.

Flite's templates conform to IAB specifications, while being flexible enough to provide ample creative license to go beyond existing formats. These templates make it easy to create Rising Stars units, and since the features have been productized in the Flite Ad Studio, users can create custom ads with the same functionality from scratch as well.

Rising Star units have shown tremendous success from a performance standpoint. According to various industry studies conducted by the IAB, Rising Star units outperform standard 728x90 and 300x250 ads with universal interaction rates of 9.6% versus 3.9%, respectively.

Furthermore, users spent approximately 50 percent more time interacting with a Rising Star ad (5.8 seconds) versus the legacy standard IAB ad units (3.9 seconds).

"Making the Rising Star units more accessible will further drive the ecosystem's adoption of these highly engaging ad formats," said Peter Minnium, Head of Brand Initiatives, IAB. "Rising Stars were designed to give marketers a dynamic canvas on which to tell their brand stories, and we applaud Flite's platform in providing a way to do this quickly and effectively." "We were impressed by how quickly we could build Rising Star ads for our brand clients using the Flite platform," said Mark Howard, Senior Vice President, Digital Advertising Strategy at Forbes Media. "We've seen examples of an increase in engagement with a Rising Star Billboard format and were able to take advantage of the real-time aspect of the platform to drive more significant engagement with relevant content." "Today, effective customer engagement can't just be measured with clickthrough rates. Display advertising now offers a myriad of robust options that go beyond CTR and allow us to determine how to best capture and grow mindshare," said Skip Brand, CEO of Martini Media.

"With the help of the Flite platform, we are able to deliver more interactive user experiences through new IAB ad formats like the Billboard and Sidekick that change the way brands communicate with customers online." "Flite allows publishers to create IAB Rising Star units in a scalable way by leveraging the robust platform to create highly-customized ad products that can be used by various clients and campaigns," said Will Price, CEO of Flite. "We were inspired by early evidence of the Rising Stars' success and are excited to offer this new functionality to the world's top brands and publishers." For more information about the IAB, please visit

About Flite Flite delivers ad innovation at scale to the world's top publishers and brands. Marketers use Flite's SaaS Platform to reduce the complexity and cost of delivering differentiated ad products that engage their audiences. The Flite Platform serves, updates, and measures advertising in real time and integrates web applications directly into online ad units fueling digital advertising innovation at scale. Based in San Francisco with offices in New York City and Chicago, Flite is backed by Sequoia Capital, General Catalyst Venture Partners, Hummer Winblad Venture Partners, NCD Investors, Harrison Metal and Conde Nast. For more information, please visit

Flite Media Inquiries Winnie Kao Flite (415) 935-3202 Email Contact SOURCE: Flite id=EB2BE038D687E2BC

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