Interactive media can significantly enhance the effects of conventional advertising in the following ways:
1) Interactivity leads to greater enjoyment, comprehension, and learning about brands compared to traditional TV ads alone.
2) Interacting with advertising enhances brand perceptions and favorability more than passive TV viewing by suggesting brand qualities and delivering new information.
3) Those tempted to interact with an ad have more positive responses across measures like enjoyment and brand consideration than those just exposed to a TV ad or even an ad plus basic interactive element.
4) Well-designed trigger ads that seamlessly incorporate interactive content after the ad can drive higher interaction rates and more positive mindsets in viewers.