Interactive ads keep mobile readers engaged, data suggests

08/17/2011 | MediaPost Communications

Marketers would do well either to start from scratch creatively or make interactive adaptations, rather than merely repurpose static print ads for the digital versions of those publications, according to Affinity's VISTA Digital service, a researcher that looks at digital media consumption on mobile devices. Consumers who are asked to interact with ads on their mobile devices are more engaged and have a better perception of the brand, according to Affinity.

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