The field of Marketing changes rapidly. In today’s world, consumers have come to expect increased responsiveness and interaction with the businesses.
Magna reported that “Interactive video ads drive 47% more time viewing a marketing message compared to a non-interactive ad.”
- Interactive Ads can drive 9X higher impact on consumer’s purchase intent.
- The conversion rates are typically 3X of a conventional Video Ad.
- Even without interactivity, an option of ‘Interactivity’ is 32% more memorable to the audience.
What is Interactive Advertising?
Static ads depend on a short window of time to make a lasting impression on its passive audience. As voices quoted: “Interactive ads are essentially any form of advertising that invites its audience to actively engage with the ad content beyond passive consumption.”
Interactive ads require the mutual participation of the brand as well as the viewer. Ads are activated with an initial response action to the ad by the viewer — in the form a click, swipe, answering/participation to a question etc!
Why should we use Interactive Advertising?
An obvious benefit of interactive advertising is the increased awareness of your brand. Engaging in a brand journey, providing feedback and proactive nudges based on the content is very attractive. Applications involving 360 product viewability, direct redirection to brand website, browsing product catalogues/collections within the video contribute well in encouraging brand recall.
Consumers like to buy things that most closely fit what they need. Since interactive advertising is based on actions by the consumer, you’re more likely to match them with the right product/service. Getting the audience’s input and understanding their interactions with your brand greatly focuses your re-targeting efforts to make sure your services reach the right segment of audience.
Interactive Adverts respond to the customers input. They showcase a dynamic user experience where the content shown is best suited to each unique viewer. For example, for playable adverts, you are able to design a unique user journey for the characters, discounts/offers shared by brands can differ upon your location or time of the day, languages used for sharing information can be specific to your region and more!
While static ads can give us the information with regards to Impressions & Click throughs; the component of interactivity adds a whole new layer to the data points one can sweep through. Brands can understand drop off rates, position, time spent of an interaction, unique viewers, responses, number of time its was viewed and so much more!
What are some of the Most Popular Interactive Ad Formats?
Seen Netflix’s Bandersnatch?
Mirroring a similar experience, brands can explore Narrative Storytelling Formats to interact with its audience and have them navigate their experience by choosing and dictating the character’s journey.
Given that interactive advertising promotes brand recall, standard user journey would involve multiple steps & clicks! until the purchase funnel. Allowing for product browsing while watching the video simplifies and offers the viewer a much smoother experience.
Despite growing comfort with digital content & purchases, sales are still evidently dependent on offline visits. Interactive ads delivered digitally help engage your customers by:
1) Aiming to engage their audience with the content – differentiating them from a sea of online content while also,
2) Encouraging them towards offline visits to Stores, Showrooms, etc by enlisting the nearest options for each audience according to their location.
Whether businesses want to encourage people to sign up for their newsletter, an offer, an event or more information about their product, lead ads simplify the mobile signup process, helping businesses hear from people interested in their business.
And more! Click here to learn more.
Interactive ads make your audience a part of your brand and as a result a part of your story. Leveraging these tools can widely increase the efficiency and the growth spectrum of your Business by converting your viewers into customers using immersive technology effectively bridging the gap.
Reach out to us to learn more about this and how you can join aboard the Interactivity wagon! Explore more about us, here.