Using a comparative study of reader motivations and websites using interactive or static content, the OJR produced the following:

“Interactive presentations work best when you want users to…

    * spend more time with the presentation;
    * describe the experience as "enjoyable;"
    * recall more of the information;
    * recall your brand;
    * feel entertained.

Static presentation work best when you want users to…

    * "click to" all the of the presentation’s materials;
    * perceive the site navigation as easy.

Either form is equally effective if you want to...

    * increase the likelihood a user would return to the site.

In terms of the motivation for going to the site, there were some interesting differences in people’s responses to the two presentations.

If users are seeking information...

    * They will spend an average of two minutes longer on the site than if they are looking to be entertained;
    * They will have greater recall and comprehension of the information than those seeking entertainment.”

The OJR also provides a rather straightforward questionnaire to help you decide whether a story is multimedia-worthy.

“Use this decision-tool to see which approach to storytelling is best supported by the research in these studies:

   1. Does the story concern elaborate or unfamiliar processes / procedures?
          * Yes – 1 point
          * No – no points
   2. Is the level of interest in the topic high enough that people would be willing to figure out story navigation?
          * Yes – 1 point
          * No – no points
   3. Does the story have value beyond the first few weeks? Is it likely to be a topic in the news again?
          * Yes – 1 point
          * No – no points
   4. Is entertaining the audience more important than simply informing?
          * Yes – 1 point
          * No – no points
   5. Is it important that the audience be able to recall specific facts from the story?
          * Yes – no points
          * No – 1 point
   6. If the story is told in separate components, it is essential that all the components be viewed by the audience?
          * Yes – no points
          * No – 1 point
   7. Do you hope the audience recalls where they saw the information?
          * Yes – 1 point
          * No – no points

If you get five or more points, then you should strongly consider an interactive story approach.”

Source: Online Journalism Review