The Creativeness and Effectiveness of Online Interactive Rich Media Advertising

ABSTRACT This field experiment attempts to determine whether online, interactive, rich media advertising garners more user interactivity, measured as click-throughs, than non-interactive, rich media ads run during the same time frame on a major regional newspaper’s Web site. The interactive rich media ad may generate more interactivity with regard to its click-through rates compared with mouse rollovers. Various interactivity theories, creativity literature, and distinctiveness theory provide a framework. The online, interactive, rich media ad designed for this study appeared on a major regional newspaper’s host site for two weeks to obtain comparative data with non-interactive, rich media ads. The analysis of the comparative data used descriptive and inferential statistics. The interactive, rich media ad earned significantly higher click-through rates than the non-interactive, rich media ads. It also garnered more user engagement and encouraged more user interactivity. The interactive ad exhibits higher levels of interactivity, which increase user involvement, as indicated by the mouse rollover findings.

[1]  Chang-Hoan Cho,et al.  Different Forced-Exposure Levels to Banner Advertisements , 2001, Journal of Advertising Research.

[2]  D. Stewart,et al.  Measuring the Effects and Effectiveness of Interactive Advertising , 2000 .

[3]  Gordon C. Bruner,et al.  INTERACTIVITY AND ITS FACETS REVISITED , 2006 .

[4]  Hairong Li,et al.  Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence , 2002 .

[5]  Sanjit Sengupta,et al.  Measuring Users' Web Activity to Evaluate and Enhance Advertising Effectiveness , 2002 .

[6]  Richard Gatarski,et al.  Breed better banners: Design automation through on-line interaction , 2002 .

[7]  P. Chatterjee,et al.  Modeling the Clickstream: Implications for Web-Based Advertising Efforts , 2003 .

[8]  E. Thorson,et al.  The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites , 2001 .

[9]  Swee Hoon Ang,et al.  Exploring the dimensions of ad creativity , 2000 .

[10]  Ginger Rosenkrans,et al.  Online banner ads and metrics challenges , 2006 .

[11]  Wei-Na Lee,et al.  Interactive Animation: Exploring Spokes-Characters on the Internet , 2005 .

[12]  Frank Biocca,et al.  The Cyborg's Dilemma: Progressive Embodiment in Virtual Environments , 2006, J. Comput. Mediat. Commun..

[13]  Wei-Tek Tsai,et al.  Regression testing in an industrial environment , 1998, CACM.

[14]  E. Huizingh,et al.  Why do consumers like websites? , 2003 .

[15]  Kar Yan Tam,et al.  Does Animation Attract Online Users' Attention? The Effects of Flash on Information Search Performance and Perceptions , 2004, Inf. Syst. Res..

[16]  Ronald J. Faber,et al.  Advertising and the Consumer Information Environment Online , 2004 .

[17]  Rajan Varadarajan,et al.  Interactivity in the electronic marketplace: An exposition of the concept and implications for research , 2005 .

[18]  Grace J. Johnson,et al.  Interactivity and its Facets Revisited: Theory and Empirical Test , 2006 .

[19]  George R. Franke,et al.  Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models , 2006 .

[20]  張卿卿.  Association for Education in Journalism and Mass Communication: Financial Statements , 1988 .

[21]  Steven John Simon,et al.  An examination of media richness theory in product Web site design: an empirical study , 2004 .

[22]  Hold Still,et al.  GALLERY , 2004 .

[23]  Jörgen Hansson,et al.  Rich Media , 2009, Encyclopedia of Database Systems.

[24]  Hairong Li,et al.  Cognitive Impact of Banner Ad Characteristics: An Experimental Study , 1999 .

[25]  Nikunj P. Dalal,et al.  Web home pages as advertisements , 1999, CACM.

[26]  Ginger Rosenkrans,et al.  Online Auctions as Advertising Revenue in the Media Mix , 2005 .

[27]  Stephen J. Grove,et al.  PERSPECTIVES ON ADVERTISING RESEARCH: Views from Winners of the American Academy of Advertising Outstanding Contribution to Research Award , 2005 .

[28]  A. Mark Kilgour,et al.  Improving the creative process: Analysis of the effects of divergent thinking techniques and domain specific knowledge on creativity , 2006 .

[29]  John D. Leckenby,et al.  Why We Need the Journal of Interactive Advertising , 2000 .

[30]  Jeremy J. Sierra,et al.  Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect , 2008 .

[31]  Frank Biocca,et al.  The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence , 2001 .

[32]  Anne M. Brumbaugh,et al.  Insights From a "Failed" Experiment: Directions for Pluralistic, Multiethnic Advertising Research , 2006 .

[33]  Gerald L. Lohse,et al.  Electronic shopping , 1998, CACM.

[34]  Marc E. Lubetkin.  Bed-and-breakfasts: Advertising and promotion , 1999 .

[35]  Dae Ryun Chang,et al.  A model of consumer information search and online network externalities , 2002 .

[36]  Peng Hwa Ang,et al.  The Role of Self-Regulation of Privacy and the Internet , 2001 .

[37]  Brian Kahin,et al.  Advertising Pricing Models for the World Wide Web , 2000 .

[38]  George Baltas,et al.  Determinants of Internet Advertising Effectiveness: An Empirical Study , 2003 .

[39]  G. Zinkhan,et al.  Determinants of Perceived Web Site Interactivity , 2008 .

[40]  D. Hoffman,et al.  How to acquire customers on the Web. , 2000, Harvard business review.

[41]  Farshid Moussavi,et al.  The Function of Form , 2009 .

[42]  Qimei Chen,et al.  Attitude Toward the Site , 1999 .

[43]  D. Stewart,et al.  From consumer response to active consumer: Measuring the effectiveness of interactive media , 2002 .

[44]  R. Lutz,et al.  THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats , 2006 .

[45]  Annie Lang,et al.  Captured by the World Wide Web , 2002, Commun. Res..

[46]  Yuping Liu,et al.  What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness , 2002 .

[47]  Donna L. Hoffman,et al.  When Exposure-Based Web Advertising Stops Making Sense ( And What CDNOW Did About It ) , 2000 .

[48]  Fuyuan Shen,et al.  Banner Advertisement Pricing, Measurement, and Pretesting Practices: Perspectives from Interactive Agencies , 2002 .

[49]  Daniel Baack,et al.  Creativity and Memory Effects: Recall, Recognition, and an Exploration of Nontraditional Media , 2008 .

[50]  Jamie Murphy.  Surfers and Searchers , 1999 .

[51]  Glen T. Cameron,et al.  Ad Placement in E-Newspapers Affects Memory, Attitude , 2005 .

[52]  Paul W. Miniard,et al.  A Further Assessment of Indirect Comparative Advertising Claims of Superiority Over all Competitors , 2006 .

[53]  Albert Caruana,et al.  Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning? , 2008 .

[54]  D. Söffker.  Terms and definitions , 2021, What is Space-Time Made of ?.