Watch for broken promises

Consumer attitudes toward a brand changes with exposure to interactive ads.

The platform for those ads also plays a part, according to a study by 2CV for interactive firm Weapon 7, reports Advertising Age.

The study measured consumer opinions and levels of enjoyment for different ads and media platforms.

The group exposed to interactive ads demonstrated higher brand engagement, held stronger opinions and was more knowledgeable about the brands advertised than the group shown non-interactive ads.

But that wasn't necessarily a positive. Interactive ads that promised something — and didn't deliver — generated stronger negative feelings than other ads. People also got whiplash when the ad's appearance differed from the brand's website or other associated media.

Online interactive ads scored high in creating a brand connection with the viewer, versus interactive ads on TV.

The difference stems from how users have been conditioned to interact with each medium. Television has historically been a one-way communication vehicle; a lecturer, even. The internet, a two-way communication vehicle, is perceived as a malleable tool in the hands of its users.