Rising Stars Trump Traditional Formats

"Need proof that IAB Display Rising Star Ads perform better than traditional ads for interaction? January 2015 research by the Interactive Advertising Bureau (IAB) and C3Research found strong evidence to support this.
eMarketer estimates that rich media will be the fastest-growing digital ad format from 2015 through at least 2018, as advertisers look to engage consumers in meaningful experiences that often lead to higher clickthrough rates compared with standard banner ads. Between 2015 and 2018, spending on rich media ads will nearly double."

Source: eMarketer.com