SAN FRANCISCO, CA – OCTOBER 5, 2017 – MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, its creative technology arm, partnered with Tremor Video DSP and today announced the results of a scientific media trial that explored and measured the impact of interactive video ads across three screens, including tablet, PC, and mobile devices. The report, entitled The Interactive Effect: A Key to Surviving in the Attention Economy of a Mobile-First World, unveiled both qualitative and quantitative insights for marketers to leverage interactive video ad formats, including activations to enhance consumer engagement and drive brand KPIs.
The report concluded that interactive video ads extend the amount of time consumers spend with the brand, driving a 47% lift in time spent with the ad versus non-interactive ads. Furthermore, when consumers interact, brands triple their time spent with consumers when using 15-second interactive ads. Regardless of whether consumers interact or not, the potential to do so makes the ad 32% more memorable than non-interactive ads. Perhaps most notable in an ever-fragmented consumer landscape, is that these figures remained consistent across gender and age demographics, along with industry verticals.