Marketers are increasingly developing advertisements with growing interactivity such as advertisements that respond to the tilting and swiping of a phone. However, academic research has yet to thoroughly investigate the value of these highly interactive advertisements for the consumer and business when compared to the more traditional low interactive video advertisements. Therefore, this study addresses this gap by examining the differences that occur across high and low interactive advertisement groups. The interactive tilting technology used in this study was developed by Tiltsta, an Australian based technology start up company. Nuanced differences were identified in the tested model between participants exposed to the high and low interactive mobile advertisements.
Relation
Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact, Melbourne, Australia 4-6 December 2017
Relation
Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 / Rinbinson, Linda; Brennan, Linda; Reid, Mike (eds): p.204
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