Prof. Dariusz Doliński, dr hab. Tomasz GrzybSWPS University in cooperation with Adquesto

fostered by IAB Polska

Questvertising - a new perspectiveto online advertising.

Summary of research results

Fostered by

INTRODUCTION

The intense development of the advertising industry has led to a large accumulation of adverts, also on the internet. The effect of this state is a significant increase in the number of adblock users, as well as the appearance of the so-called banner-blind-ness, i.e. advertisement blindness (habitual skipping of adver-tisements in our sight). Both of these trends pose significant challenges for the marketing industry. Both of these trends determine significant challenges for the marketing industry. Questvertising, i.e. an advertisement requiring an answer to a question regarding the final content (which is a condition of gaining access to the rest of the text), is one of the attempts to solve both problems.

IAB Polska takes a look at all new trends. Hence our participa-tion in the study to check the actual effectiveness and possible limits of questvertising. The complex experiment was designed by prof. Dariusz Doliński and dr hab. Tomasz Grzyb from the SWPS University in consultation with IAB Polska and in coop-eration with Adquesto.

Reactions of over 1,400 people were studied, who are a repre-sentative group of Polish Internet users. In the study an Ariadne panel and experimental model were used. The respondents were asked to read the press articles in which various forms of advertising of fictitious brands were created for the purposes of the experiment. The highest scientific standards were ensured.

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MAIN CONCLUSIONS

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QUESTVERTISING IS EFFECTIVE

The same brand advertised with the use of questvertising breaks into the recipient’s consciousness several times stronger than advertised in the traditional way. A single approach to the quest causes a new brand to be recognized by up to several dozen percent of respondents.

QUESTVERTISING DOESN’T CAUSE INCREASED LEVEL OF FRUSTRATION

Questvertising doesn’t irritate more than ordinary advertise-ments, which may be due to the charity aspect (in the studied model, each answer generated 1 penny for people in need, which can eliminate any irritation of recipients).

WELL KNOWN MEANS POPULAR

Products advertised using questvertising are more popular compared to the same products advertised in the traditional way. The explanation could be that people like what they know, and brands advertised with the use of questvertising break into the consciousness of the recipients more intensely strongly.

HOW TO BUILD BRAND AWARENESS?

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An experiment carried out by prof. Doliński showed that once noticing a new brand in advertising makes it become recognizable to an average of 7.8% of people. Over time, this awareness decreases as a result of forgetfulness and after a week decreases to 4.5%.

In the case of questvertising, the results were several times higher than with the use of traditional advertising. Right after a single contact with quest advertising, the same brand was recognized by an average of 28.7%. After a week, knowledge also fell, but it was still more than twice the amount than in the case of traditional advertising.

A well-built advert is able to break through to a relatively large number of people who may be able to see. Forcing attention - included in questvertising - can increase this factor several times.

right after exposition

28.7%

7.8%

a week after exposition

11.6%

4.5%5%

25%

0%

20%

30%

15%

10%

Brand recognition depending on the type of advertising

Questvertising

Traditional advertising

WHICH BRANDS ARE POPULAR?

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Customers prefer those brands they know. At the same time, it turns out that they also like them more, and more often attribute positive features to them, even if these were not communicated in advertising.

The new, unknown brands used in the experiment were the more popular the more the recipients recognized them. Because questvertising stuck more strongly into the minds of the respondents than traditional advertisings, it also made the brands presented in this way more likable.

right after exposition

3.703.36

a week after exposition

3.48 3.40

2

1

4

3

Brand preference depending on the type of advertisement(1-7; more is better)

Questvertising

Traditional advertising

IS ADVERTISING WITH A QUESTION FRUSTRATING?

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Doubts about questvertising relate to, i.a. whether the need to answer a question doesn’t cause increased frustration for the recipients. Especially one that would affect the advertised products.

In the experiment, Internet users did not report a significantly higher level of irritation than in the case of contact with a regularly displayed advertisement located in a similar place on the website. A factor that had a mitigating effect on the atti-tude of the espondents could be the occurance of a charity element - in the Adquesto questvertising model used for the study, each solved quest generates 1 penny for charity.

Intensity of acceptance / irritation regarding the advertisement(Scale: 1 - I like it very much, 7 - extremely annoying)

3

1

7

5

4.19 4.16 4.04 3.85

static video static video

QUESTVERTISING TRADITIONAL ADVERTISING

Full study report can be downloaded here (polish version) FULL REPORT

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ABOUT QUESTVERTISING

Questvertising is a new form of engaging advertising. The name was created from a combination of two words: „quest” and „advertising”.

Questvertising is a concept of advertising activities based on simple tasks raised for the recipient. Performing the desired action requires reading the advertising message, which is the main goal of questvertising. The tasks can take the form of questions, puzzles or other activities that require engagement, e.g. mini games.

For the effectiveness of questvertising, it is crucial to build the user’s motivation to take the indicated action. The reward may be access to content, receipt of a gift or discount.

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EXEMPLARY ADVERTISINGS USED IN THE STUDY

Questvertising: Static advertising of a fictional brand Ricardo coffee

Traditional advertising: Static advertising of a fictional brand Ricardo coffee

Questvertising: A static advertising of a fictional brand Weston smartphone

Traditional advertising: A static advertising of a fictional brand Weston smartphone

08Full study report can be downloaded here (polish version) FULL REPORT