The goals of interactive digital advertising are usually the same as to the traditional objectives of advertising, i.e. to sell a product. Thus many of the traditional elements of advertising impact and effectiveness remain relevant, even within the scope of interactive media.
The dynamic nature of the digital model enables advertisers to improve advertising effectiveness beyond anything that would be possible in print media. Interactive advertising also has the potential to decrease the losses associated with poorly coordinated advertising, to reduce the difficulties commonly encountered in clearly communicating an advertising message, and to help overcome new product hurdles.
There are many different facets to interactive advertising and many ways to persuade potential consumers and target audiences. Advertising in digital magazines can more effectively engage readers and create stronger purchase intention than similar static ads in print. Readers are more likely to engage with interactive than static ads, as well as have a more favorable attitude to the ad and greater purchase intent. By using tools such as imbedded video and sound, advertisers can engage readers and create favorable attitudes towards their brands. Once engaged, readers are then more likely to interact with the ad, resulting in a higher probability that they will purchase the product or service being promoted.
Because users are immersed in the digital magazine with many senses, they view the accompanying advertising in much the same way that they would if they were flipping through the print pages of a magazine; the ad essentially becomes part of the content itself, giving the reader a seamless, interactive experience.