Interactive Advertising: A Pillar For Creative Marketing
Interactive advertising is a great way to boost customer engagement and broaden the reach of your marketing campaign. The use of interactive technology like virtual reality, QR codes, and artificial intelligence allows you to connect with your consumers on a personal level and give them ownership of their ad experience.
What is Interactive Advertising?
Interactive advertising is any marketing campaign that allows the consumer to actively participate and interact with the advertisement or promotion. Rather than viewing the ads passively, interactive marketing encourages the viewer to do something whether it be answering a question, scanning a QR code, or using virtual reality to inspect the advertisement. Although interactive ads are typically posted online or on social media, this is not always the case. Ikea produced one of the most famous examples of interactive advertising done on paper. They actually released a flyer with an ad for a crib that had a pregnancy test on it – if the results were positive, a discount was revealed. Customers did not have to physically bring in the flyer, but you get the point – it was a way for them to connect with expecting mothers and brought them quite a bit of publicity. Other brands like Hulu are also taking advantage of interactive ads, giving viewers the option of choosing which ad they are more interested in watching, rather than playing a traditional pre-selected ad. They have even gone as far as allowing users to purchase movie tickets directly from their app after watching the trailer.
How Interactive Advertising is Changing Marketing
A recent survey conducted by the Content Marketing Institute showed that 88% of marketers consider interactive ads as one of the best ways to set their brand apart from their competitors. In the past, companies could focus on television and print ads and feel relatively confident that they were connecting with consumers, but technology has changed this. Today, marketers have to work extra hard to connect with audiences that are being inundated with information and media from countless sources. Viewers are more distracted, and it is increasingly difficult to get and maintain their attention. Often times users are so accustomed to ads that they develop mechanisms like ‘banner blindness’ to ignore them completely. With interactive advertising, users are more engaged and are less likely to ignore the ad because they feel more ownership over it. This type of marketing technology gives the viewer the ability to personalize their ad experience and that feeling of control gives them the idea that what they are seeing was their choice, not the advertisers. As a result, companies are able to better connect with their audience and create lasting impressions that lead to greater brand recognition and support. Another study by IPG Media Lab found that interactive video ads can increase the time spent with the viewer by up to 47%, making them about 32% more impactful than standard ads. This longer period of engagement has been shown to increase purchase intent over nine times when compared to traditional ads.> As you can see, interactive advertising is changing the way businesses view their relationships with consumers. It is causing them to think more critically into how they can spark viewers’ interest and maintain it for longer periods of time. In addition, the use of cognitive advertising will only continue to increase as technology improves and consumers become smarter about what ads they do or do not want to see.