Remote-controlled interactive ads are more effective in unaided brand recall, according to a new study. The report not only found higher levels of brand recall, but also higher intent to make a purchase. The suggestion being the more engaging an ad is, the more effective it is likely to be.
Key Takeaways
- Ads with higher engagement show about 33% greater unaided brand recall and increased likelihood of purchase compared to less engaging ads.
- More compelling interactive experiences lead to stronger brand connection, deeper affinity, and higher consumer motivation to buy.
- Effective interactive ad types include advergames, longer ad spots, recognizable IP, and creative ads.
Conducted in partnership with MediaScience, the new “The Engagement Effect: How Interactivity Predicts CTV Success” research whitepaper from Brightline builds on the company’s previous research, which suggests the use of interactive ads in general are more productive than non-interactive ads.
The report also highlights how making the most of findings like this can help advertisers at a time when ad spend needs to be best utilized.
“At a time when advertisers are demanding accountability from their media investments, this research confirms what we’ve long believed – interactivity drives stronger recall, deeper affinity, and higher purchase intent,” said Jacqueline Corbelli, Co-Founder and CEO of BrightLine.
While it might seem obvious that an interactive ad is more beneficial than a passive ad, the idea behind this latest research was to identify if making the ad experience more engaging leads to even better performance.
Based on the results, that would appear to be the case. The report argues the more compelling an interactive ad is, the more likely the viewer will be to recall the brand and want to make a purchase.
According to the report, ads with the highest engagement rates averaged about 33% higher recall (64%) than those with the lowest scores (48%). As an extension of this, when engagement rates increased, purchase intent was also noted to increase.
Ads in the high (55%) or medium (53%) household engagement groups were found to be more likely to purchase goods or services from the brand.
“As viewers increasingly expect TV to be more than a passive experience, brands have a rare opportunity to turn curiosity into connection through interactivity,” added Corbelli.
In terms of those opportunities for advertisers, the report found the most effective (leading to the strongest levels of engagement) ad types included advergames, longer spots (60s vs. 30s), ads that leverage recognizable IP, and ads that creatively stand out.
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