Digital Readers Highly Engaged With Interactive Magazine Ads
August 17, 2011 | 12:49 pm
PR Newswire
NEW YORK, Aug. 17, 2011
NEW YORK, Aug. 17, 2011 /PRNewswire/ -- While the majority of advertisers opt to run their static print creative in the digital editions of magazines, those marketers who are building interactivity into their ads are discovering that the results are worth the added effort in the ways that their brands are being perceived by readers.
According to Affinity's syndicated VISTA Digital Service, which measures the effectiveness of ads delivered through iPad apps and other mobile platforms, magazine readers are highly engaged with digital ads that include sponsored videos, photo galleries and 3D product views.
Among readers that tap on the screen to watch a sponsored video embedded in an ad, 88% report that they enjoy the experience, and 89% believe that the advertiser is "innovative" for incorporating this capability into their ad. For those readers who view photo galleries that are accessed through a digital magazine ad, 88% report that they are able to learn more about the advertised product as a result, and almost nine out of ten cite the brand as innovative. And among readers who tap and slide on an ad to experience a 3D view of a product, 92% report that this interactive feature enhances their overall magazine reading experience, while the same percent consider those brands incorporating 3D views into their ads to be innovators.
Interactivity Drives Brand Perception
| | Among Readers Interacting with Digital Magazine Ads
| |
|
|
|
|
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|
| |
| Videos
| Photo Galleries
| 3D Views
| |
| Strongly Somewhat
| Strongly Somewhat
| Strongly Somewhat
| |
| Agree
| Agree
| Agree
| Agree
| Agree
| Agree
| | I enjoyed this interactive feature
| 44%
| 44%
| 45%
| 47%
| 58%
| 35%
| |
|
|
|
|
|
|
| | This interactive feature enhanced my
|
|
|
|
|
|
| | magazine reading experience
| 45%
| 42%
| 43%
| 45%
| 54%
| 38%
| |
|
|
|
|
|
|
| | I was able to learn a lot more about the
|
|
|
|
|
|
| | product by using this interactive feature
| 44%
| 44%
| 42%
| 46%
| 49%
| 42%
| |
|
|
|
|
|
|
| | This brand is innovative for using this
|
|
|
|
|
|
| | type of advertising
| 46%
| 43%
| 44%
| 44%
| 54%
| 38%
| |
|
|
|
|
|
|
| | Source: Affinity's VISTA Service (Jan-June 2011); Base: Readers recalling specific ads.
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About Affinity LLC Affinity is a media research firm specializing in magazine audience measurement and accountability tracking. Affinity's products include ProofReader (campaign pre-testing), The American Magazine Study (print and digital magazine audience measurement), and the VISTA Service (in-market effectiveness of print and digital magazine ads). Company Web site: www.AffinityResearch.net.
CONTACT: Tom Robinson, +1-212-922-9582, Ext. 201
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