iPad Ads Boost Engagement, Attitude and Purchase Intent

New study shows promising signs for digital publishers

A new study, which was commissioned by Adobe, found ads in digital magazines performed better than traditional ads.

The areas where digital ads excelled were engagement, attitude and purchase intent, which outperformed traditional ads by as much as 70 percent.

Dr. Alex Wang of the University of Connecticut conducted the study, which consisted of 65 consumers between the ages of 18 and 32.

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The participants viewed print versions of Wired or the Wired app on the iPad. They were then asked to review specific ads.

The results found that the interactive ads outperformed the print ads in all of the categories, which included: perceived interactivity, perceived engagement, message involvement, attitude and purchase intention.

For more on this topic, take a look at the study from Adobe.


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