Employing interactive technologies in writing and designing digital press advertisements on Egyptian news platforms: An analytical study

Shedid, Hind Salama Mohamed

doi:10.21608/jsb.2025.398182.1948

Employing interactive technologies in writing and designing digital press advertisements on Egyptian news platforms: An analytical study

Document Type : Original Article

Author

Hind salama mohamed Shedid

10.21608/jsb.2025.398182.1948

Abstract

This analytical study investigates the extent to which interactive technologies are used in writing and designing digital press advertisements on Egyptian electronic news platforms. It examines the relationship between digital interactive elements and advertising effectiveness, using the AIDA model (Attention, Interest, Desire, Action) as a framework for analyzing audience engagement and behavior.
The study employs a descriptive methodology through structured content analysis applied to a purposive sample of 150 digital advertisements published over three months across three major Egyptian news websites. The data were analyzed using SPSS software, including descriptive statistics, Pearson’s correlation, one-way ANOVA, and T-tests to measure statistical significance.
Findings reveal that banner ads are the most dominant format (75.3%), followed by video and live streaming ads. Visual content prevailed in 75.3% of the ads, reflecting the growing reliance on visual communication in digital journalism. Most advertisements aimed to capture attention and increase brand awareness, with minimal focus on direct persuasion or explicit calls to action.
Content marketing was identified as the most commonly used strategy, particularly in the Youm7 portal, whereas Masrawy showed stronger integration with social media platforms. The analysis confirmed the presence of statistically significant differences between portals in ad formats and marketing strategies.
The study concludes that employing interactive and visual technologies significantly enhances the effectiveness of digital advertising. It recommends integrating advanced tools such as augmented reality (AR) and virtual reality (VR), while emphasizing the continued application of the AIDA model in planning digital content and stimulating audience interaction.

Keywords

Main Subjects

Advertising

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