Interactive Ads Beats Static Ads, But Are Almost Half of Mobile App Users Clicking Ads By Mistake?
New surveys look at reader engagement with interactive advertising.
While publishers are still determining when interactive content jumps the divider between engaging and annoying, new research from Adobe says interactive advertising in digital magazines engages readers more strongly and creates 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.
Meanwhile, a survey conducted by Harris Interactive found that 47 percent of mobile app users say they click on mobile ads more often by mistake than they do on purpose.
That may call the whole cost-per-click model into question, although it should be noted that the survey was conducted on behalf of Pontiflex, an e-mail and social acquisition platform that relies on sign-up advertising technology. Pontiflex works with sites such as ParentingWeekly.com and lets users sign up directly for marketing messages within the ad, while staying on the publisher’s site.
The Harris survey found that 61 percent of mobile app users ages 18-34 click on ads more often by accident than on purpose and that two-third of mobile app users select ads that contain coupons, deals or newsletters as their preferred in-app mobile ad type.