The Mind-Blowing Benefits of Interactive Ads
Although in the past conventional advertising methods were the leaders of the pack, today they are being overwhelmed by brighter and more interactive techniques day by day. One of these strategies, interactive advertising, gained huge popularity due to its high level of innovation. Not only do these ads mesmerize people, but they also trigger the call to action that leads to great efficiency of business.
The Shift to Interactivity
Several important factors fuel the change over to an interactive advertising environment. The emergence of social media platforms like Facebook, Instagram, and Twitter has resulted in consumers shifting from passive recipients of ads to active participants in brand conversations. Mobile tech speeds up the process by providing real-time and customized interactions with brands through smartphones. Furthermore, consumers now have a wide range of information, which enables them to make better-informed and more competent buying decisions.
These changes require brands to adjust their marketing strategies. Nowadays, the age of the one-way, mass-marketed messages is over. Nowadays, successful brands no longer just talk to their consumers, they engage in two-way conversations, establishing real connections and building enduring relationships with their customers.
Why Use Interactive Ads?
Enhancing SEO Through Interactive Content
Search Engine Optimization (SEO) is an integral part of digital advertising, designed to improve a website’s exposure within search engine searches, such as Google. Interaction can improve SEO by uplifting the level of users’ engagement and experience. Here are a few ways interactive content can improve SEO:
Increased Dwell Time
Such interactive features as quizzes, polls, and videos will keep users participating for a longer time. This higher-than-average dwelling time speaks to search engines that the content is important and on point, which in turn increases the rankings.
Reduced Bounce Rate
Interactive content increases users’ page visits, resulting in a low bounce rate. A smaller bounce rate is a sign for search engines that the site is useful and thus more SEO friendly.
Improved Click-Through Rate (CTR)
Interactive content generation can result in being more appealing in search results with increased click-through rates. A higher CTR can additionally help boost the site’s position, as search engines consider the content to be more involving and useful.
Examples of Interactive Content
Quizzes
Quizzes are highly engaging and can significantly enhance SEO by increasing dwell time and generating backlinks. For example, a well-crafted quiz that goes viral on social media can drive substantial traffic to a website.
Polls and Surveys
Polls and surveys foster user engagement and can be shared widely on social media, increasing traffic and generating valuable data about user preferences.
Interactive Infographics
These combine visual appeal with interactivity, making complex information more digestible and engaging. Their unique nature often encourages social media sharing, generating backlinks, and improving SEO.
Interactive Videos
Interactive videos are even more effective since the viewers are more engaged and they are more likely to spend more time on the videos and share them. They can also give ideas of how users behave and what they prefer as they watch these videos.
Virtual Tours and AR/VR Experiences
Virtual tours and AR/VR experiences offer unique, immersive ways to engage users, driving longer engagement times and encouraging social sharing.
Case Study: Burger King’s Interactive Whopper Giveaway
An excellent example of the effective use of interactive ads is Burger King’s ‘Burn That Ad’ campaign. Currently, Burger King uses an AR application to advertise their BK Express online ordering system located within the Burger King application. When the users directed the smartphone at a McDonald’s advert, the app triggered an animation that “burned” the McDonald’s ad to reveal a free Whopper offer.
This creative campaign contributed to the increased downloads of the app and the usage of BK Express which has won several awards. It demonstrated how effective ads are in generating interest and getting the users engaged in a way that can capture their attention and the impact this has on business.
Interactive ads are becoming a new trend that will dominate the market in the future. In terms of its potential, it is hard to overlook improved engagement, better SEO results, and, most importantly, valuable interactions that are all benefits that can be provided by these platforms for today’s digital marketers. As brands keep on adopting these technologies, the prospects of using interactivity in advertising will always expand thus making it an indispensable part of any marketing communication efforts.
To learn more about interactive advertising, new technologies in marketing, and gamification of ads, please visit gamified.marketing
Maria Bondarenko, Business Intelligence Specialist @Multiplayer
maria@multiplayer.com.tr
