IPG/Verizon Study Finds Interactive Ads Perform Better, Especially When People Interact With Them

Decades after Madison Avenue began utilizing interactive advertising in digital media on the assumption that it would perform better than conventional advertising, new scientific research from IPG Mediabrands' Magna and IPG Media Lab units and Verizon Media has proven it generates substantial lifts in a variety of attitudes and behaviors, including "brand favorability," "search intent," and fittingly, "interaction."

The study -- which analyzed the performance of 1,211 interactive ads and compared them with hundreds of standard video ads -- found interactive ads considerably outperformed conventional ads, even when consumers didn't interact with them, but especially when they did.

“This research shows that engaging, interactive content online has the ability to go beyond connecting with existing customers," Magna Senior Vice President-Intelligence Solutions Kara Manatt, one of the study's authors, noted said, adding: "Interactive ads peak the curiosity of broader audiences, offering a unique opportunity to engage with previous brand rejectors. Ultimately, we see interactive ads changing the minds of those brand rejectors – something that’s often very difficult to do.”

advertisement

advertisement

3 comments about "IPG/Verizon Study Finds Interactive Ads Perform Better, Especially When People Interact With Them".
Check to receive email when comments are posted.
  1. George Parker from Parker Consultants, April 13, 2021 at 10:54 a.m.

    And the award for the most dumbingly obvious headline of the day goes to...

  2. Joe Mandese from MediaPost, April 13, 2021 at 10:58 a.m.

    @George Parker:

    i·ro·ny1
    /ˈīrənē/
    noun
    the expression of one's meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect.

  3. George Parker from Parker Consultants, April 13, 2021 at 11:13 a.m.

    Joe... I appreciate that. Problem is today's typical social media gulping audience are not likely to get it. When I post on AdScam, I occassionally have to give an "Irony" alert. Especially on Friday's when I post naked Kate Moss pictures that get me banned from Facebook. Having said all that, I enjoy your columnsI read them every morning, right after my first breakfast beer.
    Cheers/George

Next story loading loading..