How many times have you read a blog post or watched a video and couldn’t recall what it was about? Probably too many times.
Producing blogs, ebooks, white papers, and videos no longer hold the attention of viewers. After overexposure to ads, many age groups have become indifferent. In fact, a recent study found that 47% of Millennials are neutral toward sponsored content. That’s bad news for advertisers, considering Millennials are often the most coveted audience.
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To grab the attention of an unresponsive audience, many advertisers are now employing interactive content in their ads.
By creating interactive content you force consumers to pay attention. You’re giving the user the opportunity to select options that will create individualized results.
It Draws You in
Giving people options to control results is captivating, and subconsciously gives them the perception they’re important and needed.
A couple years ago, Pringles created an interactive ad that attracted more than 300,000 people. The ad -- a parody on the infamous banner ad -- was a seemingly endless banner (97 clicks to be exact). But thanks to funny and engaging dialogue, people kept clicking, resulting in 20% of people actually clicking through all 97 frames.
It Leaves a Lasting Impression
Lifelearn.com states, “Research has shown that when people hear information, they are likely to remember only 10% of that information 3 days later. However, if a relevant image is paired with that same information, people retained 65% of the information 3 days later.”
Interactive content is heavily visual. Visuals make your ad more memorable and help build brand recognition. But that’s just part of the equation. There needs to be action, too.
Related Post: 5 Reasons You Need to Embrace Creative Visual Content
With action you’ll further engage your audience. Here, Suzuki’s interactive ad has viewers click on different spots to read more info. Unlike traditional advertising which would have been a block of text on a page, the viewer is compelled to click on what interests them.
Perhaps, they want to know what rims are featured, so they click on that arrow. Now they’re reading with intent. And hopefully, this engagement will result in a test drive (and purchase).
It Can Be Personalized
Interactive ads allow you to personalize how the ad responds. Companies like Roku see the benefits in ad personalization, namely that it resonates with viewers.
To personalize your content, there are quite a few tools you can use.
Apester. Create general quizzes, personality quizzes (great for understanding your audience), polls, and videos where the user can select different options to control the ending. You can start for free or upgrade to a premium plan.
Zaption. Produce interactive, educational videos complete with answers (so you know if you answered correctly). It’s free to start and later you can upgrade for additional features.
Queryz. Create quizzes or surveys. Depending on your needs, plan options include $15, $30, and $79 per month.
Ceros. Choose from a variety of formats including shoppable catalogs, lookbooks, magazines, infographics, nanosites, and ebooks. At $2,000 a month, it’s definitely not cheap, but considering Red Bull, The Dallas Cowboys, and MINI Cooper use it, it might be worth the investment.
It Can Revitalize Existing Content
Revitalizing existing content ensures that your content stands out above all the rest. There’s so much content produced now, revamping your content to make it interactive will give your brand a competitive edge.
Demand Metric surveyed content marketers that did and didn’t use interactive content to see what performed better. What they found was:
- 70% of interactive users claimed their content was effective at converting, and 36% of traditional static content marketers claimed conversion success.
Source: Neil Patel
- For what medium educates buyers better -- 93% of interactive users said that their content was effective in educating prospects, compared to a 70% reporting by traditional content marketers.
- As for creating differentiation among competitors -- 88% of interactive marketers notice that their content is different from their competitors, and 55% of traditional marketers notice differentiation.
- 38% of interactive over 17% of traditional reported their content being socially shared.
Don’t get left behind. Now that you know the benefits of interactive content in digital advertising, there’s no better time to jump on board. Give your brand an edge over competitors with this adaptive and cultivating approach for engaging prospects.