Interactive ads significantly increase message attention, recall, and discoverability. This points out (global market research company), after a study conducted with YuMe in which he has analyzed the levels of conviction regarding the consumer’s purchase intention, the implication and the results of the advertisements.
This study has been carried out using 550 people and 11 different ad formats represented by five brands, on different devices: computers, smartphones and connected TV, in which the concept of Implicit Reaction Time in market research. This parameter (IRT, Implicit Reaction Time), measures the speed and intensity of the brain when connecting it with different networks of associations that make up our images, feelings and intentions. The faster the response, the stronger and more empathetic the connection with the brand or product will be and, therefore, the greater the purchase conviction.
According to the study results, interactive advertisements are more successful as they provoke a shorter reaction time in the consumer, which allows for greater conviction and less inhibition. The study also shows that a positive media experience increases the possibility of a greater transfer of advertising, which translates into a greater brand impact.
The power of interactive ads increases on mobile
Among the main conclusions of the study are:
- Interactive ads improve the ability to convey product or brand informationand generate higher metrics.
- The studio is able to measure the increase in persuasion levels by brand association as a result of exposure to ad units.
- More complex metrics, such as purchase intention, could be evaluated through the conviction measurement.
- Interactive ad units create stronger brand associations and connections.
- Interactive ads were highly effective when viewed on mobile devices. Respondents who saw interactive ads for a tech brand, for example, got 12% higher ad engagement rate when viewed through a mobile device.
In the words of Tommy Cheng, Vice President of Ipsos: “As the world of advertising and media moves into a digital future, interactivity will enhance user connection. We are excited to pioneer ad measurement to provide advertisers and brands with interesting insights into interactive ad formats through the application of IRT.”
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus