Wednesday, March 9, 2011

Interactive ads beat print in study of readers

For many in the sales and marketing community the pressure to produce more with less has been relentless. The need to demonstrate a return on marketing spend has become a necessity. Given these forces, this recently released study by Alex Wang, PhD commissioned by Adobe makes for a fascinating read .

You can read the Executive Summary here.

I have often presented the argument that interactive digital advertising offers a more captivating and engaging messaging vehicle than the traditional print approach but until I read this study I was operating more on intuition than anything else. Granted, the subjects in the study were at the oldest 32 years old, but if the intent of your marketing is to engage and involve your customers and prospects in your messaging the study offers food for thought .

In essence this study set out to answer a couple questions:
1) Can Interactive ads (ads that enable motion, sound, animation) in a digital magazine format generate stronger engagement, involvement and brand awareness than static ads in a print magazine.
2) Can higher interactivity generated by an Interactive ad generate stronger brand recall, engagement, message involvement, attitude, and purchase intention than a static print ad
3) What are the relations among interactivity, engagement, message involvement, attitude, and purchase intention

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