The effect of interactive digital ads on consumer recall: A study of a retail brand in Lagos
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Background of the study:
Interactive digital ads have transformed traditional advertising methods by actively engaging consumers in the digital space. This study examines how interactive digital ads influence consumer recall for a retail brand in Lagos (Eze, 2023). Interactive ads incorporate elements such as quizzes, games, and clickable features that not only capture attention but also stimulate active participation. As consumers increasingly demand immersive experiences, these ads provide a dynamic platform that enhances memory retention and brand recall (Olu, 2024). For retail brands competing in a saturated market, ensuring that advertising messages are memorable is crucial for driving customer engagement and sales. The study investigates how interactivity in digital ads affects cognitive processing and recall, evaluating the elements that contribute to higher consumer retention. In addition, it explores potential challenges related to over-stimulation or complexity that may detract from the intended message. The research aims to provide a nuanced understanding of the relationship between interactivity and consumer recall, offering strategic insights for optimizing digital ad design (Ibrahim, 2025).
Statement of the problem:
The retail brand in Lagos faces difficulties in achieving sustained consumer recall despite deploying interactive digital ads. While such ads are designed to engage and captivate audiences, issues such as over-complicated designs and inconsistent messaging have resulted in suboptimal recall levels (Chinonso, 2023). The lack of empirical data on the effectiveness of various interactive elements further complicates efforts to refine ad content. Additionally, technical constraints and user fatigue may diminish the impact of interactive features, thereby affecting overall campaign performance. These challenges highlight a pressing need to evaluate the effectiveness of interactive digital ads and identify best practices that can enhance consumer recall (Funmi, 2024).
Objectives of the study:
To assess the impact of interactive digital ads on consumer recall.
To identify the interactive elements that most effectively enhance recall.
To recommend strategies for optimizing interactive digital ad design.
Research questions:
How do interactive digital ads influence consumer recall for a retail brand?
Which interactive elements contribute most significantly to recall?
What strategies can improve the design of interactive digital ads for better consumer retention?
Significance of the study:
This study is significant as it provides insights into how interactive digital ads can be designed to enhance consumer recall. The findings will aid retail marketers in creating more effective ad campaigns that foster lasting brand impressions and drive consumer engagement (Tunde, 2023).
Scope and limitations of the study:
The study is limited to examining the effect of interactive digital ads on consumer recall for a retail brand in Lagos, Nigeria, and does not cover other advertising formats or industries.
Definitions of terms:
Interactive Digital Ads: Advertisements that engage users through interactive elements such as clickable features, games, or quizzes.
Consumer Recall: The ability of consumers to remember advertising messages and brand information.
Retail Brand: A company engaged in the sale of goods directly to consumers.
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