As advertisers seek to drive higher engagement and connect with their customers in brand-authentic and effective ways, they’ve turned to interactive advertising campaigns.
See our picks for cool examples of interactive advertising that allows customers to move outside the box of a banner or display ad.
Interactive advertising: Use built-in hotspots
Within a 360° VR experience, users can click on designated hot spots to call up additional information. Imagine a restaurant advertises using a 360° photo of its interior; it can place a hotspot on a menu in the photo that then links to the online menu. These hotspots can also direct users to brand websites or other destinations.
OmniVirt powered an interactive ad experience for Brit+Co that places hotspots in an interactive 360° video.
Learn how to add hotspots for an interactive VR experience.
Interactive advertising: Navigate through a virtual space
By taking full view of a space (which only 360° can do), some brands are seeking to help users explore their environments like a showroom, store, or lounge by giving them full agency over how they want to navigate.
OmniVirt powered an interactive ad experience for SkyTeam’s lounge that helps potential customers see what a luxury airport lounge looks like.
Interactive advertising: Interact with Virtual 3D objects
Users can toy with branded virtual (3D) objects to see what a product looks like with more scale.
Rich media and interactive advertising
Non-360° VR formats exist as well, like mobile rich media ads as interactive ads. Remaining limited to the display ad’s boxed screen, users can toggle between products and or flip through catalogues by tilting the phone (like in DSW’s campaign below):
Interactive Advertising Statistics
We’ve shared examples but here are some stats to show how important interactive content can be as part of a marketing campaign.
88% of marketers think interactive content differentiates them from the competition (source)
“Push-and-pull” advertising (not uni-directional, non-interactive) leads to 29% higher memory encoding, meaning brand recall can be higher (source)
Interactive ads can lead to a 25% higher positive emotional response (source)
More interactive advertising resources:
See the examples above in video format: