The impact of interactive advertising on digital platforms: An evaluation of a consumer electronics brand in Kano, Nigeria
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Interactive advertising on digital platforms has revolutionized consumer engagement, particularly in the consumer electronics sector. In Kano, a leading electronics brand has embraced interactive ad formats—such as augmented reality demos, clickable banners, and interactive videos—to capture the attention of tech-savvy consumers (Adamu, 2023). This study evaluates how interactive advertising strategies enhance consumer engagement and influence purchase decisions. By facilitating two-way communication and personalized experiences, interactive ads provide consumers with the opportunity to actively explore product features and benefits (Chukwu, 2024). The research examines how interactivity in digital ads contributes to higher engagement rates and improved brand recall. The dynamic nature of digital platforms allows for real-time feedback and data analytics, enabling marketers to refine campaigns and target specific consumer segments effectively (Ibrahim, 2023). However, challenges persist regarding the optimal design of interactive elements and ensuring that the advertising experience remains intuitive and non-intrusive. This study applies theories from consumer behavior and digital media studies to analyze the effectiveness of interactive advertising in the consumer electronics market. The findings aim to offer actionable insights for advertisers seeking to balance creativity with functionality in digital campaigns (Bello, 2024).
Statement of the problem
Consumer electronics brands in Kano face challenges in ensuring that interactive advertising campaigns effectively translate digital engagement into tangible sales outcomes. Although interactive ads have shown potential in increasing consumer participation, there is ambiguity regarding their impact on purchase decisions (Umar, 2023). Marketers often struggle to design ads that are both engaging and easy to navigate, leading to mixed consumer responses. Furthermore, there is a lack of robust frameworks to measure the effectiveness of interactive elements within digital campaigns. This study addresses these challenges by examining how interactive advertising influences consumer behavior and identifying design factors that maximize conversion rates (Ahmed, 2024).
Objectives of the study:
To assess the impact of interactive advertising on consumer engagement.
To identify key design elements that enhance interactive ad effectiveness.
To recommend strategies for optimizing interactive advertising campaigns.
Research questions:
How does interactive advertising affect consumer engagement in digital platforms?
What design factors contribute to successful interactive ad campaigns?
How can consumer electronics brands improve conversion rates through interactivity?
Significance of the study
This study is significant for consumer electronics marketers seeking to leverage interactive advertising for enhanced engagement and conversion. Its findings will provide strategic insights into the design and execution of interactive campaigns, contributing to improved consumer experiences and increased sales. The research bridges academic theory and practical application, offering guidelines for optimizing digital advertising efforts in competitive markets.
Scope and limitations of the study:
This study is limited to evaluating interactive advertising strategies for a consumer electronics brand in Kano. It does not include other advertising formats or industries.
Definitions of terms:
Interactive Advertising: Digital ads that engage consumers through active participation.
Augmented Reality: Technology that overlays digital information onto the physical world.
Conversion Rate: The proportion of consumers who take a desired action after exposure to an ad.
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