The future of ads are evolving. They are cooler, dynamic and interactive. Using software such as Flash, we have the opportunity to explore, new innovative ways to do ads. Add to this the knowledge we have of consumers, we can increase consumer engagement in the work we do for clients.
There are many opportunities we have with ads. Adding dynamic content, segmenting, however the one I want to explore in this write up is that of Animated Interactive Ads that engage consumers through gaming and user controlled movement. This can be allowing them to control the content of the ad, allow them to move products around, to play a game, anything that engages them in the ad and changes it from a visual piece to a means of entertainment.
I recently read a study called “High Recall and Low Recognition of Interactive Ads”. This study analyzes Highly Interactive Ads, Medium Animated and Static ads for recall and effectiveness. After doing the study, Interactive ads proved to have better recall, as the subjects retained more of the information in the ads. One can attribute this to the level of engagement they have. Think about it this way, when you are on a web site, you usually go on for a purpose. Ads can easily take second place as you navigate the site for the original purpose you came there for. Now add in an interactive ad that catches your attention. The user interacts with the ad, and now you have engaged them in the message for a longer period of time then if they had just noticed the ad at the corner of their eye.
To make an Interactive Ad effective there are a number of things one needs to consider.
- Is the method of interaction relevant to the message?
- Is it appropriate for the demographic?
- Does it display the brand?
- What are you asking them to do?
- Is it informative or actionable?
By creating ads that are more interactive and engaging, we can ensure better message retention to our consumers, as well as provide more innovative solutions to clients.
Written by Christine Worrall