The worst-kept secret in marketing is that digital advertising never really provided a compelling, effective experience for audiences or advertisers to begin with. So the bar is low for coming up with something better. The good news is that there is an emerging trend that is captivating audiences, creating deeper connections with advertisers, and delivering actionable, zero-party data and insights: Interactive Advertising.
Attention capture is a critical part of successful advertising, but it shouldn’t be an end unto itself. What are you doing with that attention? What value does it have if it’s only one-way and fleeting? What do you learn from having captured that attention?
‘Attention as Goal’ has been the fundamental flaw of digital advertising from the very start.
Advertising engagement has to mean more than simply the sum of eyeballs and clicks. It must include true interaction, data, and audience insights.
Immersive, question-based advertising experiences in the motif of a compelling conversation can create opportunities for establishing brand connections, learning, and gathering audience data. Beyond traditional attention metrics, you get data on consumer behavior, intent, and lead qualification, along with insights into audience knowledge of products and services. This new paradigm moves beyond the sheer act of capturing attention; it provides value for advertisers and audiences. And that leads to revenue.
Create interactive experiences that surface audience needs, interests, and goals, and then use that data to showcase specific products or services that address them.
Advertisers have become jaded by high-volume, low-quality lead generation campaigns. Create something truly valuable by incorporating lead-qualifying questions into an interactive experience. Audiences feel they’re being listened to, and these experiences subsequently generate data-rich profiles of sales-ready leads—all in one advertising experience.
Gather audience opinions, intent, and more with compelling, immersive experiences that generate valuable zero-party data that can better inform product development, marketing spend, and other critical business decisions.
Take audiences on an immersive journey through content, products, and services. Have them engage with the brand in interactive ways that surface data and create deeper connections with brands, products, and services.
Leverage proven motivational techniques from the world of gaming to drive engagement, increase the take-rate of offers, collect lead info, and capture data and insights.
Interactive advertising has the potential to change digital marketing, providing value for all stakeholders: advertising-driven media, sponsors, advertisers, and audiences.
For marketing professionals, it’s an opportunity to reset the scales between them and giant ad platforms. Interactive ads deepen audience data while generating high-value engagement. Beyond eyeballs and clicks, they provide actionable intelligence.
For advertisers, interactive advertising programs offer an unprecedented opportunity to better quantify the value that their marketing dollars are providing. You can put a price on an impression or a click, but can you provide a measurable ROI? Can you quantify the value of that impression or click? Interactive advertising experiences deliver real, measurable value: Is a prospect interested in your product or service and ready to buy? Just ask.
And for audiences, interactive advertising not only provides a more engaging experience, but it’s also an opportunity to finally get value (whether that value is entertainment, knowledge, or utility) for the monetization of their attention. This helps create more meaningful brand connections.
