In a study by Alex Wang, PhD, sponsored by Adobe, participants viewed either a print or iPad version of Wired magazine and responded to questions about the ads they had seen. Advertisements in both editions came from the same brands and had similar creative, but the iPad versions were interactive rather than static. Respondents also answered questions about a single, specific ad to determine purchase intent.
While recall was similar for both print and iPad advertisements, in all other metrics studied the interactive ads took the lead. Users considered iPad ads more interactive and engaging, and had higher message involvement and more positive attitudes toward the ads. And purchase intent was about 59% higher after seeing an interactive ad vs. a print ad.