This research article is a great addition to the literature of online advertising measurement…
The Journal of Interactive Advertising (JIAD) posts a series of intense research articles each season in regards to digital advertising. Within the Vol 9 Spring 2009, Ginger Rosenkrans of Pepperdine University, attempted a field experiment in the creativeness and effectiveness of online interactive media advertising. Her well-researched experiment is conclusive and supported in detail. Rosenkrans also brings up the point that interactive media is very difficult to measure its effectiveness within the advertising industry. Below are a few of her many important points worth mentioning.
Rosenkrans wanted to determine, through a measure of click-throughs, whether interactive, online, rich media advertising prompted more interactivity from users compared to a non-interactive, rich media ad. An interactive ad and a non-interactive ad were created and placed in a major regional newspaper host site for two weeks to collect comparative data. The interactive ad received much higher click-through rates than the non-interactive ad. She also concluded that the interactive ads garnered more user engagement and encouraged more user interactivity.
“By investigating the effectiveness of this online ad format, this study provides researchers and advertisers with information about consumer involvement in online interactive rich media ads and suggests some metrics to evaluate online ads that may facilitate more informed decisions about advertising strategies. This study also provides further research opportunities pertaining to user engagement with online rich media ad formats.”
- The Creativeness and Effectiveness of Online Interactive Rich Media Advertising
