Interactive ads create bigger impression for consumers

Online interactive ads have a bigger impact on consumers than non-interactive ads, Advertising Age reported.

A new study, conducted by 2CV on behalf of UK interactive agency Weapon 7, has assessed the effectiveness of different ads and media platforms.

It was discovered that interactive ads resulted in higher brand engagement, with consumers demonstrating stronger opinions and greater knowledge about the brands advertised.

However, the study revealed that this wasn´t always a positive thing.

Stronger negative feelings were generated by interactive ads that promised something but didn´t deliver.

Steven Hess, managing partner of Weapon 7, commented: "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.

"It breaks the ´contract´ you´ve established and damages your return on interest. Qualitatively, the reactions were quite strong to this breach of trust."

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