Highly Engaging Interactive Mobile Formats Cut Through the Noise and Encourage Action

Oct 04, 2016

As time spent on mobile devices increases, brands must engage and interact with consumers in this environment to deliver maximum impact. With this in mind, Publicitas, in partnership with market research leader, Kantar Millward Brown, and Honor, the new mobile phone brand for digital natives, have investigated different advertising mobile formats to find out their effect on brand appeal.

The global survey established that highly engaging interactive formats, compared to interstitial ones, encourage action or consideration, while enhancing brand awareness. Carried out in August, The Format Effect – Part I, fielded across three market regions, and focusing on the emotional connection consumers have with a brand when presented with different interactive mobile ad formats.

The research has demonstrated the fact that when the format is seen positively, so is the brand or product. Selecting from a set of words to describe the different ad formats, consumers who engaged with an interactive ad scored it high against labels such as

  • fun +91% (higher than an interstitial advert)
  • different +90%
  • engaging +70%

In comparison, participants who saw a standard interstitial ad used descriptors such as

  • nothing new (+71% higher than an interactive ad)
  • practical (+61%)
  • boring (+19%)

Furthermore, 61% of respondents exposed to the interactive format considered the ad to be appealing, with 21% ranking it “very appealing.” This is +82% higher compared to the viewers of a standard interstitial advert.

As for the product appeal, 48% of consumers viewing the interactive advertisement felt the product itself, Honor 5X, to be more appealing. In addition, they were significantly more likely to consider Honor 5X in the near future. The score was +32% higher compared to a standard interstitial format.

Interaction itself is however not enough to deliver impact on consideration. Even though interactive formats are more appealing to consumers, to spark interest in the brand and drive brand consideration, consumers need to be also highly engaged with the advertisement.

According to the research, exposure to interactive formats triggered certain emotions that were not experienced by those scoring the interstitial formats:

  • surprised +90% (higher than an interstitial advert)
  • excited +70%
  • intrigued +33 uplift

Consumers who showed these emotions after viewing the creative interactive formats, were significantly more likely to consider Honor 5X in the near future. The score was +64% higher than all participants.

(publicitas.com, millwardbrown.com