Effectiveness of Interactive Advertising As A Digital Marketing Strategy An Experimental Study
Today, in addition to information and communication, marketing strategies that provide interpersonal interaction have taken an important role in technology. In this study, the effectiveness of interactive advertising as a digital marketing strategy was investigated. In this study, the effectiveness levels of interactive, pre roll and skip pre roll ads were measured and compared. For the experiment, 90 students educated at a public university and easily determined by sampling method were reached. Before the experiment, students were divided into three groups and different types of advertising were prepared for each group. 30 person experiment, Control 1 and Control 2 groups were selected. 20 selected ads were tracked for groups for 7 days and then the survey was applied again. Differences between pre test and post test results were analyzed. According to the results of the study, the type of advertising, in which the user's emotional and cognitive interest, attitude towards the brand and purchasing intentions increased the most, was found to be interactive advertisement. Based on this result, it can be said that interactive advertising as a digital marketing strategy will be more effective than other types of advertising.