Dive Brief: 

• Ipsos ASI received surprising data from a study on high-impact ads that revealed people prefer big, disruptive ads, like homepage takeovers, over other display ads. 
• In the study of 3,000 panelists, conducted by Ipsos ASI on behalf of digital ad firm Undertone, people gave likability scores to full-page takeover ads that were 30% to 49% higher than standard display units. 
• Native ads were not taken into account in the study. 

Dive Insight:

It makes sense that people would remember full-page display ads more than banner ads, but it is surprising that they would say they liked the disruptive ads better. It could be the perception that disruptive ads are more important, therefore holding more value and likability. Comparing disruptive ads to native ads would perhaps be an even more interesting study.