Now that more consumers are migrating from their hard copy glossy magazines to a digital format on a device such as an iPad, marketers want to know – are consumers engaged by advertisements that appear on digital devices? A new study funded by Adobe and carried out by an independent researcher finds that the interactive ads have a positive effect on consumers.
Consumers were asked to browse through an edition of Wired magazine and then to focus on one specific ad in the magazine, both in traditional and digital format. They were then asked to rate their responses on a scale of 1 to 9. The results of ‘realistic exposure’ or what happens when a consumer is just browsing through a magazine most closely matches a real-world interaction.
When browsing the static ads, those appearing in the print edition of the magazine, participants rated ads as follows:
- Perceived interactivity 6.03
- Perceived engagement 5.38
- Message involvement 5.36
- Attitude toward the ad 5.5
When browsing interactive ads using Adobe Content Browser on an iPad, participants gave higher scores in every category:
- Perceived interactivity 7.38
- Perceived engagement 6.67
- Message involvement 6.36
- Attitude toward the ad 6.63
Researchers also tested reactions to a specific ad in both a static and highly interactive format. In this case, the interactive ad generated more engagement, involvement, attitude and purchase intention. However, participants were no more likely to recall the specific brand featured in the interactive brand than were participants who saw the static ad.
These study results indicate that interactive ads, especially those that are done well, can positively impact consumer engagement and future purchase decisions. Marketers will likely increase their use of this type of ad as more consumers migrate to interactive content devices.[Source: Wang, Alex. Ph.D. University of CT. Stamford. Digital Ad Engagement. Adobe.com. Web. 11 Feb. 2011]