Do you know what interactive advertising is? This innovative way of commercial promotion is gaining ground in the digital spectrum and, therefore, we want to explain clearly and precisely what it is. Guest Author Feb 26, 20 | 7 min read what does interactive advertising mean The current situation of companies forces them to constantly innovate to delight users, who are pleased with the ocean of digital content in which they dive. In this scenario of consumer leadership on the Internet, offering them an entertaining and relevant experience is quite convenient for businesses, especially when it comes to promoting their brands. The context of digital transformation has impacted advertising in many ways, which explains the emergence of interactive ads.
These pieces of content have great fixation potential in the minds of consumers, as they stand out for their original character. In this article you will understand what interactive advertising is, what types exist and how to put it into practice to Jamaica WhatsApp Number List enchant users and encourage them to become customers. Join us! What is interactive advertising Let’s start by saying that interactive advertising is a commercial promotion technique that works through the design and publication of digital advertisements, with which a user can interact. It is not a secret to anyone that advances in technology allow us to participate in experiences that are increasingly close and immersive, through the use of a computer, a tablet or a cell phone.
The latter is perhaps one of the most important devices today, due to its evolution and how important it is for the average Internet user. It is the commercial format in which companies spend the most advertising. Direct interrelation However, interactive advertising has fundamental characteristics that differentiate it from traditional advertisements. In general, a traditional advertisement invites your potential customer to remember, through a message, your brand or product, so that they can then look for it in a store and purchase it. Interactive advertising, on the other hand, allows the public to react immediately when they see the ad. In such a way that a link is created between the brand and the viewer, inviting them to go directly from the advertisement to the purchase. For Digital Marketing specialists , this tool allows them to design smart strategies to establish a deeper relationship with the audience and have an excellent presence on the web . 4 advantages of interactive advertising for companies There are several reasons why more and more advertisers are turning to interactive advertising as a business tool. In fact, some recent Mobvista reports reveal that even if a user doesn’t click on an ad, just having the option to interact with it makes it memorable.
Here are some inherent benefits of digital advertising:1. Higher conversion rate In the world of Digital Marketing, the conversion rate is used to calculate the percentage of visits that a website receives. In the case of interactive advertising, it is much more attractive than traditional advertising, because users perceive it in a more pleasant way, they are like small experiences that actively involve the user. The data collected suggests that an interactive ad could be up to three times higher than a traditional one. 2. Increased brand recognition The experience of participating in an interactive ad usually has a good impact on the user , which translates into an immediate positive association with the brand . This means that giving the customer the ability to choose, interact, decide whether or not to buy immediately, generates a greater sense of identity. 3. Increase in the retention rate Another advantage that interactive advertising provides in Digital Marketing strategies is that users who are captured through the ads show a higher retention rate. This means that they stay in the ad for longer, even longer than when it comes to a video in traditional format. 4. Increased data collection How long did a user see the ad? What product did they click on?
Did you answer any surveys? Did you watch the video again? Did they share the information with someone else? These are some of the data that the Marketing team can access when using interactive advertising tools. This detailed data can be used to improve sales strategies, better segment products, improve the advertising approach of each of them and work on the design of future campaigns. 3 examples of interactive advertising To create interactive advertising, not only creativity is essential, but also the ability to be in tune with the demands of digital transformation. It is not a secret, that often people have a negative or rejection reaction towards advertisements . Especially when they are so repetitive, unattractive and far from the taste of a potential client. To start a creative process of this type, it is essential to focus on achieving a design that is visually attractive and fun, but above all with purpose. Advertising campaigns to be effective must focus on:tell an interesting story; solve problems; be entertaining while engaging the user with the brand. To advertise interactive it is important to use social media as an analytical resource. This will help determine audiences and especially their tastes.
These interactive advertising examples could perhaps bring you closer to having a clear idea of how to work with this tool. 1. Social networks Using Facebook or Instagram is one of the best options to share attractive advertising content. These are ads that are playable or show a preview of the product, which you can even try, for example, video games. These types of ads began to become popular as intermediate ads that jumped in between an interactive game, but today there are many brands that are betting on this innovative tool. Such is the case of brands such as Ray-Ban or Michael Kors, which make available to users and in augmented reality format , a virtual garment that can be tried on before buying. 2. Interactive videos This format is one of the easiest for users to consume, they engage , sell the product and the viewer naturally shares it with their friends. An example of the effectiveness of is the campaign that the Honda vehicle brand launched, specifically on YouTube, to promote one of its new models. The interactive video develops two stories in parallel and each one shows characteristics related to the two models of the new vehicle. This allows the viewer to choose, by pressing a computer key and without the video pausing, which story he wants to see. Alternative stories in the best style of Black Mirror. 3. 360º virtual reality It is another of the interactive content formats in which a lot of work is being done. It is a slightly more complex challenge, but large companies like Google are already working to create experiences in which the viewer can participate in the action of the video.
How to measure the success of interactive ads? Advertising is not a totally exact activity, but the indicators of digital tools have significantly improved the monitoring of the results of advertisements on the Internet. In the case of interactive ads, by providing new types of user experiences, the amount of movements to monitor also increases. Let’s go to the main metrics of interactive advertising:1. Traffic at the point of origin If you use the Google Analytics tool, you will be able to count on metric tools that will give you an overview of those points where you should pay more attention:the visits received by the page where you publish the ad,the inputs that the ad receives through external links,the clicks that are generated from organic traffic, that is, the search in Google and other engines,and the entries that come directly from social networks. 2. Total for conversions This metric is one of the most important to measure the success or not of an advertising campaign and how profitable it is to invest in interactive advertising in a Marketing plan . The most used types of conversions are those in which the user completes a form, subscribes to receive information about the news of a product and, of course, when completing a payment. In short, any action that the user takes through the link is a good measure of the success of these types of ads.
And if the conversion is low, then that is also a piece of information that could be used to review the weak points of the campaign, its design, the message it transmits and how attractive the offer is. 3. Bounce rate When SEO tools are applied, more and more importance is given to the response given by the user and the bounce rate is one of them. This metric does not provide data on how many “likes” an advertisement has, or the number of views, but it does allow you to detect the number of how many leave the advertisement or the web page where it has been published, without actually seeing it. Having this KPI is key to determine the strength of the content of your campaign and if it manages to retain users or not. In short, now that you know how important it is to measure the reaction of users to the campaigns you carry out, you can put into practice the use of measurement tools that will help you improve the quality of your work. conclusion Now that you come to the end of this article, you may be interested in reading another entry on our blog where you can learn more about how to produce interactive content that helps you generate engagement. Share