Study finds that interactive mobile advertising formats are more effective and enjoyable

publicitas millward brown digital

Engaging interactive mobile advertising formats are resulting in greater action taken, as well as higher brand consideration and awareness. That’s according to new research from Publicitas, in collaboration with Kantar Millward Brown, and mobile phone brand Honor. As part of their The Format Effect – Part I study, the companies examined the various mobile advertising formats to discover their effects on brand appeal.

Interactive mobile advertising formats are more engaging



Indeed, the better a format comes across, the more positively a brand is being perceived by an audience.

Respondents in this study were asked to rank an ad campaign according to a set of labels. Interactive mobile adverts scored higher for being fun (91% higher than interstitial ads), different (90%) and engaging (70%).

By comparison, interstitial adverts were described as nothing new 71% more often than interactive ads, practical (61% higher than interactive ads) and boring (19%).

61% of respondents found interactive formats to be more appealing than interstitials.

Consumers were shown a Honor 5X phone as part of the test. 48% who viewed the interactive ad said that the product itself was more appealing. They were also more likely to consider the device in the future. That’s a 32% higher score compared to interstitial formats.

However, interaction is not everything. Advertising engagement still makes up a large chunk of consumer consideration for a product or advertised service.

The research highlighted that being exposed to interactive formats triggered certain emotions such as surprise (90% higher than for interstitials), excitement (70% higher) and intrigue (33% higher).

Indeed, consumers who showed these emotions were also more likely to consider the Honor 5X in the future (64% higher).

The takeaway for mobile advertisers is that they should ensure campaigns are interactive, engaging and not intrusive.