Interactive ads boost success in digital mag marketing
Young readers are more likely to purchase goods and services after engaging with interactive adverts in digital magazines than after reading static ones in the same publication, research has revealed.
A study of 65 individuals aged 18 to 32 undertaken by Alex Wang, a researcher into integrated marketing communications, revealed that using interactive media such as motion graphics, sound, slideshows and animation in adverts was more engaging for readers and helped them view the brand in question more favourably.
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