Jan 25, 2011 10:03 GMT  ·  By

Adobe has released the results of a research study that touts interactive advertising in digital magazines on devices like the iPads as a more effective way to engage readers, therefore creating stronger purchase intention.

Adobe’s study compares these results with ads in print.

“The result is a new brand advertising paradigm where advertisers can engage consumers with a brand in the immersive context of a digital magazine – in contrast to the interruptive, templatized, and commoditized nature of current digital display ad inventory,” Dave Dickson, product manager, writes for Adobe.

The study, titled “Digital Ad Engagement: Perceived Interactivity as a Driver of Advertising Effectiveness” was conducted by Alex Wang, Ph.D., Univ. of Connecticut.

Participants were chosen between ages 18 to 32 and were “exposed” to print or iPad versions of advertisements featured in a past issue of an unnamed digital magazine.

Wang measured perceived interactivity, perceived engagement, message involvement, attitude towards the ads, and finally, purchase intent.

After comparing the results, Wang found  that, overall, “readers are more likely to engage with interactive than static ads, as well as have a more favorable attitude to the ad and greater purchase intent.”

Clear statistical connections among the five measured categories in the experiment were also found, Dickson further reveals in his blog post.

“By using interactivity such as motion graphics, sound, slideshows and animation, advertisers can engage readers and create favorable attitudes towards their brands,” Dickson explains.

Review image

“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.”

It is believed that users view ads on the iPad in much in the same manner they would if they were flipping through the pages of a printed magazine, because they are immersed in the experience - “the ad essentially becomes part of the content itself,” Dickson asserts.

Needless to point out, Adobe backs these in-the-lab findings with real-world results from publishers and advertisers whose statistics also showed an increase in customer awareness and greater purchase intention.

Download the full report here (PDF) to learn more.