Press Release
A new study finds that interactive advertising in digital magazines can more effectively engage readers and create stronger purchase intention than the same ads featured in print magazines. Commissioned by Adobe and conducted by Alex Wang, Ph.D, a researcher in integrated marketing communications, the study finds readers are more likely to engage with interactive than static ads.
Titled “Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness,” the study exposed participants ages 18 to 32, an important segment of the consumer market, to print or iPad versions of advertisements featured in a past issue of a digital magazine. It then surveyed them to measure perceived interactivity, perceived engagement, message involvement, attitude towards the brands, and purchase intent, and compared the results.
The clear statistical connections between the five measured categories contain significant implications for advertisers. The use of compelling interactive media such as motion graphics, sound, slideshows and animation can engage readers and create favorable attitudes towards brands. Once engaged, readers are then more likely to interact with the ad, resulting in a higher probability that they will purchase the product or service being promoted.
The proliferation of digital magazines and interactive media represents a paradigm shift for advertisers who were previously restricted to using the same templates as their competitors – undifferentiated digital inventory such as website banner ads. Adobe® Digital Publishing Suite allows them to create unique, immersive experiences – instead of interruptive ones – that fit within the context of the magazine to more effectively engage with target audiences. Additionally, because the Adobe solution includes integrated analytics from the Adobe Online Marketing Suite, publishers have actionable insight into how readers engage with editorial and advertising content – including time spent with specific interactive features.
“At Fidelity, we make it a priority to reach customers through new media types that excite and engage them with our brand,” said Jim Speros, chief marketing officer at Fidelity Investments. “With our digital magazine media buy, we’re seeing increased click-throughs and consumer engagement because a user can directly interact with our advertisement. Through these new media formats, we’re working to ensure that our digital advertising stays ahead of the competition.”
“The growth of digital media and mobile devices gives brand advertisers new opportunities to engage their customers,” said Dave Dickson, product marketing manager for digital publishing at Adobe. “With Adobe technology, forward-looking advertisers and ad agencies have the power to create rich, compelling experiences that engage consumers at a deeper level and drive real results.”
Methodology
“Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness” was completed in January 2011 and included 65 participants. Thirty-two participants were given the static version of a digital magazine to evaluate, and 33 were given the digital version on an iPad. After being instructed to read through the magazine and then review a specific ad, participants evaluated their experiences on a 9-point scale. The complete study can be accessed at https://blogs.adobe.com/digitalpublishing/2011/01/ad-engagement.html.
This article was last modified on January 18, 2023
This article was first published on January 25, 2011
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