The beauty of the current digital landscape is the wealth of information that is available to consumers, enabling them to make informed decisions and build a stronger sense of loyalty to the brands they choose to interact with.

However, with every silver lining comes a dark cloud. The pure volume of content that is accessible to the average customer can be incredibly overwhelming and many brands are struggling to overcome the noise and build their own platform.

This article will explore the strong correlation between interactivity and customer engagement, how to utilise these memorable connections and how Rooster Marketing can help you innovate your customer journey.

 

Advertisements are still relevant

Even though recent marketing advice has been focused on brands improving the quality of their organic platforms as a direct result of the phenomenon of ad fatigue, advertisements are still an integral pillar of modern marketing and brand awareness.

Creating increasingly outlandish strategies to engage with their prospective customers, brands are constantly innovating to keep up with evolving consumer trends and values, in the hopes of starting a talking point online. The most important takeaway: it works!

 

Proceed with caution

This can be an incredibly effective way to expand outreach. However, businesses should proceed with caution in order to avoid getting tangled in the dangerous web of cancel culture and alienating both their existing and prospective audiences.

 

Cutting through the noise

For your ads to become a cornerstone of the customer journey and an essential part of the user experience, they require creative, innovative thinking.

Producing interactive experiences that consumers can connect with will distinguish your business from the countless other ads a user might experience on a daily basis. Whether in a social media scrolling session, during the ad break for a TV programme or even emblazoned on a billboard while walking to work, adverts are everywhere.

Make your brand stand out with interactive ads.

Data is king

On a more tangible level, interactive ads will also heighten your brand awareness and recall, improve your performance rates and equip your team with more data. This data will enable you to track metrics such as how long people spent with your ad, whether they shared it with other people and what they clicked on.

 

Different types of interactive ads

Quizzes, polls, playable ads, augmented reality and virtual reality are all examples of different types of interactive advertisements, and all fulfil the purpose of increasing audience engagement and improving brand awareness through the gamification of advertising. All of the above should be considered when illustrating your advertising strategy, although not all of them may be relevant.

 

Examples of success

There are many existing examples of interactive ads transforming a brand’s marketing strategy.

 

Spotify

Capitalising on relevant keywords and capturing the zeitgeist of the moment, a few years ago Spotify ran an advertisement for their users to ‘Canadify’ their music playlists, a feature that recommended Canadian singers to their customers, not only diversifying their playlist, but also maintaining their tailored approach to music suggestions.

This interactive advertisement is incredibly clever as it captures the sentiment of the time all whilst retaining personalised relevance to the users who chose to use this feature. This promotion of new music also massively benefits Spotify’s business model by extending the amount of time customers will spend listening through their platform.

 

New York Times

As part of their Instagram ad campaign, the New York Times, famous for the ‘Wordle’ and their crossword puzzle, displayed a prompt for one of the answers to promote their mobile app. The prompts they showed were tailored to their millennial audience, incorporating a gamification element to attract this primary audience that exists on Instagram.

The positioning of this ad, the content and the ability to click straight through to the option to download the app mesh together to create the perfect interactive ad.

 

How to create successful interactive ads

So, where do you begin?

When embarking on your interactive ads journey, you should be clarifying your intentions for your campaign and how your campaign will shows you a return on your investment. Will you measure its success based on an uplift in views? Post interactions? Website traffic?

It’s key to understand your audience and what sort of content they would like to interact with. From there, you have the building blocks for a great campaign.

Now you just need the expertise…

 

Creating connections with Rooster Marketing

Enter Rooster Marketing. We are a full-service marketing agency, with more than 15 years of experience in all facets of marketing, both online and offline.

Contact us today to find out how we can support you through every stage of your marketing journey.