Adobe: Digital Ad Engagement Study

The study also found clear statistical connections among the five measured categories in the experiment.  By using interactivity such as motion graphics, sound, slideshows and animation, advertisers can engage readers and create favorable attitudes towards their brands. Once engaged, readers are then more likely to interact with the ad, resulting in a higher probability that they will purchase the product or service being promoted.

Original post: http://blogs.adobe.com/digitalpublishing/2011/01/ad-engagement.html

PDF Report: Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness

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