Even though people are spending more time on their mobile phones and ads are commanding 23% more of people’s attention during lockdown according to Business Insider, traditional ads aren’t going to be enough anymore. While people are losing patience with “interruptive formats,” they’re welcoming other digital habits into their lives like web conferencing and chat technology as work from home becomes the new normal and so conversational marketing is set to grow. The focus here is on user control, relevance, and deep engagement over one-dimensional measurements such as click rates.
Interaction is so important to humans that it’s no surprise that, people spend more time messaging than nearly any other activity online. 42% of people on the planet have smartphones and 87% of people have messaging apps. Facebook Messenger and WhatsApp are the second and third most downloaded apps in the world as of the last decade according to Business Insider. Marketing can leverage the interactive power of phones – the ability to tap, touch, and call, in addition to email, download, and web form options – to lead to the CTA in several creative ways.
Imagine reading a movie review, then seeing bloody fingerprints on the screen every time you touched it, with a call to action to watch a trailer. More than 5 million people acted on this technique that HBO used to attract mobile users to its True Blood trailer. This explains why 70% of mobile searches trigger an action within an hour. Even if viewers don’t click on an online video, just having the option to interact makes the ad 32% more memorable than non-interactive ads, according to Mobvista, a platform that provides mobile advertising
Let’s explore a few different types of interactive ads: