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1888 Chicago Rattan & Reed Co., American Wire Nail Co., and Ideal Folding Bed Co. Illustrated Advertisment
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Adobe released a new survey which found that ads in digital magazines such as iPad tablet device can more effectively engage readers and make a stronger purchase intentions than in print.
CALIFORNIA - Adobe released a new survey which found that ads in digital magazines such as iPad tablet device can more effectively engage readers and make a stronger purchase intentions than in print.
Reader survey conducted between ages 18 and 32, carried out by seeing a print ad and IPAD versions. Participants were asked to write ranking perceived interactivity, involvement of the message, and purchase intention.
"The result is advertising a new paradigm, in which advertisers can engage customers with brands such depth in the context of a digital magazine," wrote one official Adobe Dave Dickson, via his blog, which cited the Apple Insider, Tuesday (25/01/2011).
Participants were given the assessment in each category from the score 1-9. Interactive advertising on purchase intentions IPAD carry significantly higher than their static counterparts. While interactive advertising scores 3.98, compared with only 2.50 for a print.
"This study also found a clear statistical relationship between the five categories measured in the experiment," he wrote. "By using interactivity such as motion graphics, sound, slides and animations, advertisers can engage readers and create a positive attitude toward their brand," he added
"Having been involved, the reader is then more likely to interact with these ads, so the higher possibility that they will buy the product or service being promoted," he said.
By tyo, okezone.com, Updated: 1/25/2011 5:26 AM
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