Interactive Online Ads Outperform Traditional Methods
Interactive internet advertising is more successful than traditional online methods when it comes to generating brand awareness and intention to purchase, according to new research from Dynamic Logic.
The study shows that interactive executions such as radio buttons, sketchpads and rollover creatives, generate a richer environment for consumers, which leads to a personal and more positive association with the brand.
Dynamic Logic suggests that advertisers should use interactive formats to help increase purchase intent among consumers who already have a high brand awareness. Marketers should also use interactive executions to entice the most targeted audiences to get them closer to conversion.
However, the research warns against the overuse of rich media ads and claims that interactive executions should be used alongside more traditional formats to create a successful campaign. It also recommends that the message and brand should be clear without the use of interactivity.
Commenting on the findings, Jean-Paul Edwards, head of new media at Manning Gottlieb OMD, said: “Interactive ads are certainly more impactful in the same way that colour is better than black and white and 96-sheets are more impactful than 48-sheets at a given distance.”
He added: “However, there is a fine line between being as impactful as possible and going over the edge to become intrusive, which actually has a negative brand effect. Radio buttons, sketchpads and rollovers are all tools to help us balance these two effects.”
Recent research from Dynamic Logic and Nielsen//NetRatings shows that the amount of rich media advertising in the average online campaign has increased significantly over the last year due to its growing effectiveness (see Research Confirms Growing Power Of Rich Media Ads).
Dynamic Logic: 0207 152 4004 www.dynamiclogic.com
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