Questvertising as a new format of interactive advertising

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cris.lastimport.scopus2025-12-17T04:10:36Z
dc.abstract.enAd avoidance is one of the most persistent challenges in online advertising, with users increasingly employing ad-blocking software or developing habitual strategies to ignore marketing content. One promising solution is to shift from passive advertising formats to interactive ones, which actively engage users in the communication process. This article introduces questvertising, a novel interactive advertising format designed to reduce ad avoidance by offering users a brief, engaging task in exchange for access to desired content. In a typical questvertising scenario, instead of being asked to purchase access to gated content (such as an article or video), users are presented with a short branded message followed by a multiple-choice question based on that message. A correct answer grants immediate access to the content—at no cost—thus integrating the ad experience seamlessly into the user journey. We tested the effectiveness of questvertising in a field study promoting a new coffee brand, Colibri Café (N = 11,006). Participants were randomly assigned to one of four conditions: a standard display banner, a single questvertising exposure, two spaced questvertising exposures, or a no-ad control. Brand awareness and associations were measured 26–51 h later. Results showed that a single questvertising exposure nearly doubled brand recall compared to the banner condition (59.0% vs. 31.2%), while two exposures increased it to 68.3%. Questvertising also significantly enhanced brand associations with South American origin (57.8–68.2% vs. 36.4%) and positive affect, with up to 30.1% selecting Colibri Café as the most appealing brand, compared to only 3.9% in the banner group. Traditional display advertising showed no significant advantage over the control. These findings demonstrate the considerable potential of questvertising as a more engaging and effective format of interactive advertising, particularly in combating ad fatigue and enhancing brand outcomes.
dc.affiliationInstytut Psychologii
dc.affiliationWydział Psychologii we Wrocławiu
dc.contributor.authorDoliński, Dariusz
dc.contributor.authorGrzyb, Tomasz
dc.date.access2025-08-15
dc.date.accessioned2025-09-11T09:36:39Z
dc.date.available2025-09-11T09:36:39Z
dc.date.created2025-07-18
dc.date.issued2025-08-15
dc.description.abstract<jats:p>Ad avoidance is one of the most persistent challenges in online advertising, with users increasingly employing ad-blocking software or developing habitual strategies to ignore marketing content. One promising solution is to shift from passive advertising formats to interactive ones, which actively engage users in the communication process. This article introduces <jats:italic>questvertising</jats:italic>, a novel interactive advertising format designed to reduce ad avoidance by offering users a brief, engaging task in exchange for access to desired content. In a typical questvertising scenario, instead of being asked to purchase access to gated content (such as an article or video), users are presented with a short branded message followed by a multiple-choice question based on that message. A correct answer grants immediate access to the content—at no cost—thus integrating the ad experience seamlessly into the user journey. We tested the effectiveness of questvertising in a field study promoting a new coffee brand, <jats:italic>Colibri Café</jats:italic> (<jats:italic>N</jats:italic> = 11,006). Participants were randomly assigned to one of four conditions: a standard display banner, a single questvertising exposure, two spaced questvertising exposures, or a no-ad control. Brand awareness and associations were measured 26–51 h later. Results showed that a single questvertising exposure nearly doubled brand recall compared to the banner condition (59.0% vs. 31.2%), while two exposures increased it to 68.3%. Questvertising also significantly enhanced brand associations with South American origin (57.8–68.2% vs. 36.4%) and positive affect, with up to 30.1% selecting Colibri Café as the most appealing brand, compared to only 3.9% in the banner group. Traditional display advertising showed no significant advantage over the control. These findings demonstrate the considerable potential of questvertising as a more engaging and effective format of interactive advertising, particularly in combating ad fatigue and enhancing brand outcomes.</jats:p>
dc.description.accesstimeat_publication
dc.description.physical1-9
dc.description.versionfinal_published
dc.description.volume10
dc.identifier.doi10.3389/fcomm.2025.1641657
dc.identifier.issn2297-900X
dc.identifier.urihttps://share.swps.edu.pl/handle/swps/1770
dc.identifier.weblinkhttps://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2025.1641657/full
dc.languageen
dc.pbn.affiliationpsychologia
dc.rightsCC-BY
dc.rights.questionYes_rights
dc.share.articleOPEN_JOURNAL
dc.subject.plquestvertising
dc.subject.plinteractive advertisement
dc.subject.plattention
dc.subject.plbrand recall
dc.subject.plfield experiment and study
dc.swps.sciencecloudsend
dc.titleQuestvertising as a new format of interactive advertising
dc.title.journalFrontiers in Communication
dc.typeJournalArticle
dspace.entity.typeArticle