A new research study conducted by the University of Connecticut finds that interactive advertising in digital magazines can more effectively engage readers and create stronger purchase intention than similar static ads in print. The result is a new brand advertising paradigm where advertisers can engage consumers with a brand in the immersive context of a digital magazine.
Titled “Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness,” (PDF – 260KB) and conducted by Alex Wang, Ph.D. (Univ. of Connecticut) the study exposed participants ages 18 to 32 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 ads, and purchase intent, and compared the results. Overall, the research discovered that readers are more likely to engage with interactive than static ads, as well as have a more favorable attitude to the ad and greater purchase intent.
You can also see how Martha Stewart Living Magazine is taking advantage of new digital publishing technologies to transform the publication and deliver a completely new experience to its readers.
By Eric Tang for Adobe