Consumers twice more likely to engage with interactive tablet ads

Consumers that are exposed to interactive tablet advertising, such as video or gaming, respond more positively than those exposed to static advertising, new research has shown.

According to the survey of 1,000 adults by the Internet Advertising Bureau (IAB), twice as many consumers deemed interactive ads more ‘engaging’ and ‘memorable’ than static ads whilst three times as many thought that they were more innovative.

However, the research also found that interactive ad formats were sometimes found to be as intrusive as static and nearly everyone surveyed said it’s important that ads don’t interfere with what they’re doing.

The research also showed that almost two thirds of respondents would prefer tablet applications to have lower upfront costs with more ads, than higher upfront costs with fewer ads.

IAB’s senior mobile manger, Alex Kozloff, said: “There is a clear expectation from consumers for tablet advertising to match the high quality of the overall tablet experience. It is still early days for tablet advertising, but consumer expectations are already raised.

“However it is fantastic to see that the interactive rich media formats available today seem to be hitting the spot amongst respondents across a number of measures.”