Survey: Interactive Ads “Highly Engaging”
Affinity’s VISTA Digital finds interactive ads improve reader experience.
Publishers may not be overwhelmed with the sheer numbers of digital readers to this point (in announcing its highest North American circulation ever, The Economist revealed it has about 5,000 subscribers to its digital editions), but those readers are highly engaged with interactive magazine ads, according to Affinity’s VISTA Digital Service, which measures the effectiveness of ads delivered through iPad apps and other mobile platforms.
Eight-eight percent of readers who watched a sponsored video embedded in an ad said they enjoyed the experience, while 89 percent believe that the advertiser is "innovative" for developing the ad.
Readers who viewed photo galleries made accessible through a digital magazine ad said they were able to learn more about the product, while almost nine out of 10 respondents viewed the advertiser as innovative.
Meanwhile, 92 percent of readers who tap and slide on an ad for a 3D view of the product said that interactive feature enhanced their overall magazine reading experience.