MediaPost Publications No Surprise: Action Ads Are Effective And Favored 02/02/2011

The report concludes that interactive ads tend to generate stronger engagement, message involvement, and attitude toward the advertisements than static ads in general. The results based on testing the specific advertisement also show that the interactive ad tends to generate stronger engagement, message involvement, attitude toward the ad, and purchase intention than the static advertisement.

Naturally, this study was sponsored by Adobe, who make the tools that make everything shiny.

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