Engage Customers in New Ways with Interactive Ads

We’ve said it before and we’ll say it again: customer engagement is the king of winning customers. Traditional, analog marketing continues to struggle in their attempt to captivate an audience. Especially when markets are generally oversaturated. Recently, a fix to standing out has been the arrival of interactive advertising, which is a dynamic and effective way to not only attract attention, but to also forge a deeper connection with consumers. Because suddenly, your audience is participating—maybe trying out a virtual lipstick shade or spinning a wheel to reveal a deal. They’re part of the action.

These ads help passive viewers become genuine participants, creating a more memorable experience that drives higher engagement rates, better brand recall, and conversions.

So, how can interactive ads help your business and how are they reshaping advertising as we speak?

To begin, we have to ask “what even is an interactive ad?”

Well, it’s a type of digital marketing or advertising that encourages viewers to actively participate or engage with the ad through digital elements such as,

Unlike the older, more traditional static ads, interactive ads invite users to click, swipe, and engage, creating a two-way communication between customers and brands.

Here’s the secret sauce: interactive ads adapt in real-time. You won’t have to go to bed wondering “Was that person’s experience personalized enough?” For example, a beauty brand can use a virtual try-on AR feature which lets users see how different shades of lipstick look on their faces. Or an online retailer launching a quiz to recommend products that actually fit your tastes. It’s a marketing strategy that feels less “Are you even listening?” and more “We hear you.”

Traditional “stare and scroll” marketing is on life support. Interactive advertising is a growing trend, and it’s based on the fact that consumer expectations are changing. They invite clicks, swipes, and real involvement, forging a two-way street. In 2023, eMarketer released data that highlighted 68% of consumers preferring ads that allow them to interact or provide value beyond a simple message. Statista shows interactive video ads clocking an average click-through rate (CTR) of around 11%, while the old-school standard ads barely scrape 1.3%. Ouch.

If these don’t encourage you, here’s a little more juice: There is an unparalleled, unlimited potential for interactive formats to engage and convert audiences.

When it comes to higher engagement rates, interactive ads hold the crown. By design, they’re meant to immerse the consumer and push for engagement. They prompt users to participate actively, which can significantly extend the time spent interacting with the brand. Also, there’s social media virality that comes as a supplement. Interactive ads often inspire users to share their experiences on social platforms. For example, gamified ads or AR filters are particularly popular among younger audiences, with campaigns frequently going viral on TikTok and Instagram.