Did you know that there is a term called ad blindness? It is a term to explain the phenomenon in response to how people have begun to cope with being subject to constant advertising. People have developed a coping mechanism to subconsciously and sometimes consciously tune out advertisements. In fact, 82% of Gen Z skip or ignore ads completely according to A List Daily. You can check out our article from yesterday on tips to make your advertisements more engaging but there is another kind of ad emerging that seems to increase engagement; interactive advertising. Actually, interactive advertisements have been shown to increase consumer attention by 47% and 32% more memorable according to a study conducted by Magna Global. So, let’s talk about some different types of interactive advertisements.
1. Playable ads. This type lets the viewer get a taste of what it is like to use their product. Examples can be viewed HERE.
2. Interactive films. A few movies on Netflix have done this now. It gives the users the options to make certain choices for the narrative giving them control of the how they experience it. Bandersnatch is a great example. We have actually participated in this interactive film.
3. Interactive display. These expand when clicking or rolling over when viewed on a website. When it is expanded it will reveal the interactive advertisement. Visit this website for some examples.
4. Augmented reality. Think of filters in social media apps. A great example of this is Taco Bell’s Cinco de Mayo lens on Snapchat that allowed users to turn their heads into tacos. Here’s an interesting take on it.
5. Interactive voice. These literally speak to the user and engage with them verbally. It allows the user to respond to their voice activated device. You can read more on this HERE.
6. Interactive video. This can be prompted through polls or trivia, such as on Facebook and allows for real time interaction with the brand audience. People love trivia and they love answering questions about themselves. Wieden + Kennedy created a beautiful ad in this type of interactive space.
Interactive ads might be the advertising of the future. With this new and creative way to engage consumers, marketers have unlimited possibilities to generate higher brand recall, increased engagement and ultimately generation of conversion rates will go up. These ads will keep your audience guessing what type of crazy ad you will come up with next. Encourage your creative team to expand their minds in order to create interactive advertisements that will keep your target audience coming back for more for years to come!
