Comparing user engagement across seven interactive and social media Ad types

Portada del eBookCoordina Psychster and
Año 2010
Idioma English
Páginas 6

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Increases in social networking and interactive advertising technology have led to a variety of new options for advertisers and publishers. With the expansion of this medium, choosing the right ad type for a campaign may not always be traightforward.

The purpose of this study was to experimentally test user engagement across a variety of so-called 'widgets', defined to be interactive ad types that may prompt users to engage their peers in a social manner.

Survey respondents were randomly assigned to view a narrated video of one of 7 ad types, and then report on their engagement, perceptions, and purchase intent.