Study: Interactive Ads More Engaging Than Static Ads in Digital Magazines
Adobe says interactive ads score higher on purchase intent in iPad.
While publishers are still determining when interactive content jumps the divider between engaging and annoying, new research from Adobe says interactive advertisings in digital magazines engage readers more strongly and create stronger purchase intent than static ads in either print or digital magazines.
The study exposed participants (ages 18 to 32) to print or iPad versions of ads featured in past issues of digital magazines. It then surveyed participants to measure perceived interactivity, perceived engagement, message involvement, attitude toward brands and purchase intent.
Using a scale of 1-9, participants scored 6.7 percent for "perceived engagement" with digital ads, versus 4.1 percent for static ads. They also scored 6.4 percent for attitude toward interactive ads, versus 3.7 percent for static ads. Purchase intention scored a 3.9 percent for interactive ads, versus 2.5 percent for static ads.