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Magazine readers engage more with interactive than static print ads: Adobe

A new study finds that interactive advertising via digital magazine platforms such as Apple?s iPad can better engage readers and create stronger purchase intent than the same ads featured in print magazines.

The study was commissioned by Adobe and conducted by Alex Wang, Ph.D, a researcher specializing in integrated marketing communications. It found that magazine readers are more likely to interact with a digital ad with interactive elements that with a static print ad.

?The iPad provides an immersive reading experience in apps via rich print layout and the interactivity elements,? said Dave Dickson, product marketing manager at Adobe, San Jose. ?For advertisers the opportunities are also extensive, with engagement opportunities such as video, audio, slideshows and Web interaction.?

The Adobe study surveyed consumers ages 18-32 to measure perceived interactivity, engagement, message involvement, attitude towards the brands and purchase intent for ads in print and in iPad digital magazines.

The findings have significant implications for advertisers, per Adobe. 

For example, the use of interactive media such as video, sound, slideshows and animation can engage readers and create favorable attitudes towards 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.

The proliferation of digital magazines and interactive media represents a paradigm shift for advertisers.

Paradigm shift
The current digital paradigm is insufficient for brand advertiser needs, per Mr. Dickson. The reason is because of the templatized ad experience, the fact that banners lack effectiveness and there is also a lack of engagement.

Additionally, Mr. Dickson seemed awestruck with the undifferentiated and commoditized inventory, which causes the low CPMs due to how ads are valued.

?With this new paradigm shift, digital magazines combine context and interactivity,? Mr. Dickson said. ?There is a contextual amplification where readers are immersed in content.?

The lean-back tablet form factor enables an enhanced brand advertising experience, per Mr. Dickson. The editorial content immerses readers and the ad interactivity engages them.

The engagement coupled with context generates premium ad inventory. Therefore publishers are able to sell premium sponsorships at print CPMs.

Also, advertisers have the opportunity to gain increased insight via improved metrics.

?The inventory is premium and the navigation retains readers within the experience, meaning they don?t need to leave the app to experience the ad,? Mr. Dickson said.

?Going forward media interactivity and intelligence technologies will play the complementary enabler's role and interactivity will become a necessary element of a successful digital magazine advertising promotion,? he said.