return Home

Research shows interactive formats make mobile ads more enjoyable

Mike Jeans ()

When it comes to mobile ad formats, interactive ads win out, according to a new study by Publicitas.

The Format Effect (part one mobile), the first global study of its kind, measures the emotional connection that different mobile formats have with the consumer. Exclusively presented today at FIPP Asia by Mike Jeanes, global head of research, Publicitas, UK, the research sampled 1,200 users in the UK, France, US, Singapore with the objective of gauging reactions to different interactive ad formats.

“The questionnaire was mobile based, and therefore the ads appeared exactly as they would in a real-life campaign,” said Jeanes.

The study examined several mobile ad formats:

Publicitas formats tested ()

When it came to the results, the sample found the interactive ad 88 per cent more enjoyable than its static counterpart:

Mobile formats make ads more enjoyable ()

So far so obvious. But what about brand appeal? Globally, 15 per cent of the sample said they found the interactive ad made the brand much more appealing and 33 per cent said they found the interactive ad a little more appealing:

Interactive ads make brands more appealing ()

“Once you’ve grabbed the consumers’ attention you need to try and keep hold of it,” said Jeanes. “This can be achieved by encouraging participation. This is where interactive formats can set themselves apart from standard formats.”

With global ad spend set to reach US$580bn by end of 2016, and mobile driving that growth (Zenith), mobile ads in whatever format are surely not to be missed for publishers.

“Interactive formats encourage stand outs, drive brand consideration, and connecting with right emotions can produce doubling effect on key brand measures,” concluded Jeanes.

Part two of the research will focus on video and will be available next month.

More like this

Chart of the week: Technological improvements will drive mobile adspend

Secrets to millennial success: How PopSugar spreads mobile love

Brazil leads mobile app usage in Latin America

  • Magazine brands shopping into the future with visual search

    Consumer-facing publishers may soon be adding visual search to their e-commerce offerings, if visual search takes off. Outlined by Jenny Griffiths, founder and CEO of Snap Tech, at the Digital Innovator’s Summit in Berlin March 20, technologies like Snap Tech may change the way the world shops, which would be especially valuable for publishers.

    20th Mar 2018 Features
  • Deep dive: Subscription models… If you build it, will they come?

    With countless publishing brands battling to maintain cash-flow and build a solid business model, many are pinning their hopes on building subscription businesses. During this week’s Digital Innovators’ Summit (DIS) in Berlin the topic proved to be a recurring theme.

    20th Mar 2018 Features
  • Deep dive: The shift from quantity to quality - two examples from tech based publishers

    Throughout DIS 2018 representatives of companies from across the globe have taken to the stage to share their insights about how they are growing their businesses. For the mid morning segment on the second day, execs from two tech based companies, both of whom have a very strong print heritage, explained how they had adapted their business models and where they are likely to venture to in the future. They both constantly referenced premium quality content as being at the core of their strategy.

    20th Mar 2018 Features
  • How voice-activated devices create opportunities for publishers

    As voice-activated devices and services become more ubiquitous, new opportunities are opening up for publishers to reach users. On day two of the Digital Innovators’ Summit in Berlin, Alexander Bregman, Strategic Partner Development Manager at Google EMEA, explained how the combination of Google Assistant and the rise of smart speakers could lead to great partnerships with publishers in the very near future.

    20th Mar 2018 Features


Visit our Youtube channel


In this article


FIPP newsletters allow you to keep up with industry trends, research, training and events across the world



Get global coverage of your launches, company news and innovations


Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site