How to create an intelligent, interactive smart advertising strategy

Unleash the power of interactive advertising to generate maximum leads for your business

18Oct

If there is one industry where things are changing rapidly, it is certainly advertising. New technologies like AR, VR, and blockchain have really powered up the different channels of advertising.

Interactive ads and intelligent out of home (OOH) ads are the future of advertising and brands need to concentrate their focus on creating smart ads that pull the potential customer deeper into the sales funnel.

It has been rightly said that "the best ads in the world sell to customers without the customer ever knowing that the thing was sold to them."

Let's learn more about interactive ads, why are they so powerful and how to leverage the power of both interactive ads with intelligent OOH to generate the maximum number of leads for your business.

The future of ads is Interactive

More and more companies are on the forefront of creating interactive ad campaigns to maximize their sales. Interactive ads are truly engaging because they allow users to communicate with them. People can literally interact with the ads meaning the action is taken by the user immediately leading to a higher ROI.

Interactive ads are also known by the name immersive ads or engagement ads.

Timberland was able to complete more than 200,000 engagements in less than 40 days when they ran a "coloring book" ad featuring a Nas video and cartoon. The ad features a Nas video that invites the users to color and brings the cartoon to life.


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The advantages of interactive ads

The objective of interactive ads is the same: To sell a product. But, the advantages that interactive advertising offers are huge:

It increases engagement through active viewing where users can choose the content they like in real time and actively engage with them.

  • Potential customers are given the opportunity to purchase on the spot and complete the sale.
  • They provide an improved shopping experience and help to build a long-term relationship with clients.
  • Users have full control over what they are viewing so they engage to it.
  • Interactive ads have the highest number of user retention rates.
  • The fun factor in the ads leads to higher brand recognition levels.
  • Interactive ads are scalable because you have to pay only for the click-throughs the ads generate.
  • Interactive ads help to trigger greater motivation for social interaction.

Types of interactive ads

Having learned about the advantages of interactive ads, let's learn about the types of interactive ads.

Interactive videos - People like interactive videos much more compared to traditional videos of, say, news stories. Interactive videos are a great way to understand your audience preferences and behaviors. Interactive videos can be several forms like quizzes, riddles, logic puzzles, before and after videos etc. Econsultancy has shared some great examples of brands using interactive videos in their campaigns that you can see to understand more about the effectiveness of these videos.

Animated banner ads - Display ads are soaring in popularity. This graph from Statis ta shows that there has been a huge increase in spending on digital ads. Animated ads are made up of a series of frames forming a loop in an animated sequence. You can easily create an interactive banner using tools like the all in one graphic design app from Bannersnack. With an easy drag and drop editor, it is extremely easy for you to create stunning animated ads within minutes.

Interactive hotspots - As the name suggests itself, you can add hotspots in an interactive 360-degree video in this form of advertising. It provides options before the user and lets the users click on things that they like the most. This video from Omnivirt for Brit+Co has hotspots in an interactive 360° video.

When you are not in your smart home, OOH will keep you busy

OOH advertising reaches the people when they are outside their homes. The global OOH ads share is expected to reach around 38 billion by 2020. OOH ads are found everywhere from malls to metro stations to roadsides or under flyovers. You can't neglect to see them when you are on the road. While traveling in a car, in a metro or when you are walking, you come to see different forms of OOH ads on display.

For example, JCDecaux Transport is implementing a 4D strategy (digital, data, distribution and dynamic content) to boost sales using OOH. Advertisers can measure the success of their campaigns using a metric like "Opportunity to See" (OTS). By incorporating variables like viewing angles, viewing distances, visibility, train frequencies, dwelling times and ad cycle durations, OTS will get counted as impression numbers to measure the effectiveness of OOH ads.

If you think, an interaction can only happen online then you need to revise your thoughts. AR has already brought a new dimension to OOH ads. Google's breakthrough product, the Google Lens, allows users to scan a poster and get additional details about it. Now, you can imagine people scanning OOH ads using their mobile phones to get additional info. The entire process is interactive and effective.

Conclusion

Businesses are more concerned with their budget when it comes to creating interactive ads and OOH. You can start with a fixed investment and see the effectiveness before investing in full. Intelligent ads are the future of advertising and the change is certain. The sooner you adopt it, the profitable your business will be.

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