People respond better to interactive ads, study
Interactive advertising is the most effective when it comes to engagement from the audience, according to a new study by video advertising company YuMe and research firm Ipsos.
‘‘This study is the extremely useful as it confirms our conviction that advertisers, publicists and consumers all are the benefactors of ads that are more interactive and engagement,’’ says Paul Neto, head of research at YuMe, in a statement provided to Smashdig via email.
In the study, 550 people were subjected to 11 different advertising formats from five different brands. The ads were shown on PC, mobile and televisions connected to the internet.
Results show that interactivity had the most positive effect on engagement. It was also shown that a positive media experience leads to a stronger image of the brand, according to YuMe’s statement.
Engagement peaked on mobile devices. Twelve per cent of respondents showed a higher engagement when they saw the ads on mobile compared to the other devices.
‘‘The advertising and media industry is steadily moving towards a digital future where interactivity can improve the contact with users,’’ says Tommy Cheng, Vice President at Ipsos.
The study was partly based on the concept Implicit Reaction Time (IRT), which is a way of measuring how quickly the brain can take in information, connect and create associations that then are the basis for our inner images, emotions and intensions, YuMe writes.YuMe