Monday 25 February 2008

Consumers more affected by interactive ads

Consumers are more likely to be affected by interactive online adverts than those which are non-interactive.

That is according to a new Weapon 7 study, conducted by 2CV, which revealed that interactivity has more of an impact on people's reactions to particular products, Advertising Age reports.

Consumers were found to have greater knowledge about brands advertised interactively, as well as having stronger opinions about them.

Commenting on the findings, managing partner of Weapon 7, Steven Hess said: "Interactivity magnifies the communication's effect."

However, he also noted that interactive ads don't always have the desired positive impact on consumers.

"One of the surprises of our study was that encouraging customers to interact under false pretence, such as drawing them in with promotions they won't necessarily get, or if they feel tricked, can have an equally negative impact," added Mr Hess.

Category: Display advertising

Technorati tags: display-advertising consumers more affected interactive