Will interactive ads on digital magazines result in higher ROI?

WILL TABLET INTERACTIVE PRINT ADS RESULT IN HIGHER ROI THEN MY STATIC AD?

When entering into a new category there is often a sense of hesitation or doubt. Brands will question if these next generation of Interactive Print ads make sense to invest in. Will they be more effective? Are they even necessary? Will my campaigns convert to higher purchaser intent or brand awareness by making a more interactive dynamic ad?

WHAT WE HAVE LEARNED FROM ADVERTISING ONLINE:

We have been paying close attention to the research that has been gathered on campaigns online. Since this is essentially the most relevant data for us to look at in order to validate that investing in this type of ad campaign will have positive effect on an advertisers ROI. We are looking at the 5 key brand metrics to measure the effectiveness of the top performing ad formats.

What we have learned:

• Rich Media Positively Impacts all Brand Metrics
• Aided brand awareness
• Online ad awareness
• Message association
• Brand favorability
• Purchase Intent

WHAT WE HAVE LEARNED FROM DIGITAL PUBLISHING AS IT EXISTS TODAY:

• 26% of readers said that they are more likely to play with an advertisement with these digital extras to see if they “may become interested in an ad.”
• 32% of readers will skip an interactive magazine story that they are not interested in.
• 34% will read a bit of the article and play the ad’s extras
• 21.8% will play only the digital extras.

In terms of user engagement, interactive edition ads topped the charts at 66% as the most helpful or interesting form of electronic advertising, beating out TV ads at 57%