As we spend more time on our phones and tablets, the way we consume advertising is changing. But what ad formats are making an impact with us?
Publicitas has released new research which reveals that interactive mobile ads are far more engaging than interstitial ones.
‘The Format Effect ‒ Part I’, produced in partnership with Kantar Millward Brown and Honor, asked consumers to select words which described the two formats, with some interesting findings.
Interactive ads were seen as ‘fun’ (ranked +91% higher than interstitial), ‘different’ (+90%), and ‘engaging’ (+70%), while interstitial formats were described in less glowing terms, such as ‘nothing new’ (+71% higher than interactive).
Find out more about this enlightening research, including a handy downloadable infographic, here and tell us what you think of interactive mobile ads.