Getting a text or mail is nice, but having a one on one conversation is even better. This is the basis of interactive video ads and why many advertisers are choosing this format as a means of connecting with their audience.
A recent survey of marketing professionals, video production and content marketing agencies by Wyzowl found out that nearly a quarter of previously employed interactive videos for marketing purposes and 43% plan to use it this year. This upward trend is expected to continue, as interactive video ads reach beyond the most experimental marketers.
Interactive video ads are particularly enticing because they allow for deeper engagement, and ends with the consumers. With new ad technologies hitting the market, interactive ads will be further embraced for the multitude of actions that advertisers will be able to achieve such as competing a entire transaction online, or enabling the consumer to step into the shoes of the characters in the ads. However, to achieve these benefits and many others of interactive ads, marketers have to be keen and pick the right KPIs.
“Interactive video ads are an opportunity for viewers to not just watch, but to engage, click and swipe via a call to action,” said Gregg Rogers, global product marketing manager at creative optimization and data activation platform Sizmek and added, “it’s not about being passive anymore. It’s about active participation with the video ad, and consumers get to learn more about a product before making a commitment to buying something like an automobile or clothing.”
“Brands will personalize placements with interactive features in order to create a deeper user engagement with more relevant messaging, and it can be cost effective for brands, maximizing impact with inexpensive, quick and dynamic updates,” said Monica Down, senior video delivery strategist at global marketing technology company Amobee.