It’s a fact that, when reading on mobile devices, we all prefer to scroll. It is intuitive. It is easy. It advances the story. All of our blog posts promoting linear (vertical) thinking for storytelling support scrolling.
Now a new research project by the Media Insight Project—an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research—confirms that the same applies to how we react to advertising. I am not surprised.
This research indicates that some sorts of digital advertising are demonstrably more effective with users than others. This may transform digital advertising.
This is what a scroll ad typically looks like, as opposed to a static ad:
Here is a highlight:
Ads that people see as they scroll through a story—known as scroll ads, a newer form of advertising developed for mobile screens—appear to be more effective on a range of metrics than older ad types such as pop-up ads and static banner ads. And they are more likely to recall which product was advertised in a scroll ad than they are in pop-up ad.
And take a look at two scroll ads as they appeared in The New York Times and The Washington Post recently. The ad appears in the midst of text.
Speaking Engagements Coming Up
SIPConnect 2017, to be held in Miami June 21-23, is a program of the Inter American Press Association, IAPA, or SIP (Sociedad Interamericana de Prensa). The venue will be the Hilton Miami Downtown Hotel.
Details:
Join us at the SIPConnect Hemispheric Conference 2017. Organized by the IAPA, SIPConnect is a gathering of media and digital businesses to encourage more audiences and higher revenues. It’s a laboratory for new ideas and successful experiences for the digital transformation. As in the 2016 successful meeting that was attended by media from the US, Latin America and the Caribbean, experts in digital businesses and representatives of innovative companies will participate in this event.
For more information: http://www.sipiapa.org/notas/1211078-llamado-sipconnect-2017