Questvertising as a new format of interactive advertising
Questvertising as a new format of interactive advertising
StatusVoR
Alternative title
Authors
Doliński, Dariusz
Grzyb, Tomasz
Monograph
Monograph (alternative title)
Date
2025-08-15
Publisher
Journal title
Frontiers in Communication
Issue
Volume
10
Pages
Pages
1-9
ISSN
2297-900X
ISSN of series
Access date
2025-08-15
Abstract PL
Abstract EN
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 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.
Abstract other
Keywords PL
questvertising
interactive advertisement
attention
brand recall
field experiment and study
interactive advertisement
attention
brand recall
field experiment and study
Keywords EN
Keywords other
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15Acquisition Date18.12.2025
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