![Instrumentation
• Effectiveness was based on
• [1] Click on ad
• [2] Recall of advertised product/brand
• “Online advertising medium offers a
measurable context, because marketers
can collect data about users’ interactions](https://image.slidesharecdn.com/methodspresentation-111201231128-phpapp02/85/Methodspresentation-7-320.jpg)
Methodspresentation
- 1. An Analysis of Interactivity and its Effects on Advertising By Griffin Harris
- 2. Research • More seemingly interactive = more effective • “Effectiveness” based on click-rate or product/brand recall
- 3. Findings 21.4% • Most people don’t click on advertisements 78.6% Rarely Sometimes • Video decreased ineffectiveness by over 14%
- 4. Findings (Cont.) • People who clicked on an ad, 60% remembered what was being advertised • People who bought product, 75% remembered product
- 5. Relationship • 8.8% said they rarely click pop-ups • DoubleClick: 0.01% avg. click rate in 2009 • Effectiveness goes up with video • Increase in obtrusiveness = increase in effectiveness • 28.8% bought product from advertisement
- 6. Limitations • Very small sample size • Small, limited survey • Didn’t ask extensive questions • “Most important predictor of perceived interactivity was found to be the degree to which a message was personalized”
- 7. Instrumentation • Effectiveness was based on • [1] Click on ad • [2] Recall of advertised product/brand • “Online advertising medium offers a measurable context, because marketers can collect data about users’ interactions
- 8. Implications • Perceived interactiveness = ad effectiveness • Different types of interactivity (videos, video pop-ups, “unclosable” ads, Generally, more obtrusive and interactive ads are more effective
- 9. Future Research • Discern between perception of interactivity and dislike of an advertisement • Ads presented in a less pleasant way could be deemed less interactive
- 10. Sources • Drèze, X., & Hussherr, F. (2003). Internet advertising: Is anybody watching? Journal of Interactive Marketing, 17(4), 8-23. doi: 10.1002/dir.10063 • Voorveld, H. A., Neijens, P. C., & Smit, E. G. (2011). The Relation Between Actual and Perceived Interactivity. Journal of Advertising, 40(2), 77-92. Retrieved November 7, 2011, from http://0-search.ebscohost.com.ilsprod.lib.neu.edu/login.aspx? direct=true&db=bth&AN=61847437&site=eds-live