The IAB's "Rising Star" ad units have increased interaction over older formats by almost 2 seconds, according to a study by IAB and Moat. The units, with names such as "portrait," "sidekick," "billboard" and "filmstrip," were tested against standard online ad units and inspired an average 5.8 seconds of interaction, compared with the 3.9 seconds for standard ads. User interaction was also higher, with 9.6% choosing to play with the Rising Stars, while only 3.9% clicked on older formats.