The Rise of Interactive Ads: Best Practices from Global Agencies

As more brands adopt interactive ads, global agencies have fine-tuned several best practices that ensure these ads are not only engaging but also effective.

“Don’t find customers for your products, find products for your customers.”

Seth Godin

Here are some key strategies for creating successful interactive ad campaigns:

Make It Mobile-Friendly
With the majority of digital content consumed on mobile devices, it’s crucial that interactive ads are optimized for mobile experiences. Whether it’s a swipeable carousel or a quiz, the ad should be easy to interact with on small screens.

Best Practice from Global Agencies:
Agencies such as Ogilvy and BBDO have emphasized the importance of responsive design in their interactive campaigns. For example, Ogilvy’s “Coca-Cola Share a Coke” campaign utilized interactive mobile features that allowed users to personalize Coke bottles with their names, which was easy to engage with via mobile devices.

2. Ensure Seamless Integration with User Experience
   Interactive ads should blend naturally with the platform or content they appear on. Interruptive ads that disrupt a user’s experience can result in frustration and high bounce rates. The key is to create an interactive experience that feels like a part of the user’s journey, whether they’re browsing social media, playing a game, or watching a video.

Best Practice from Global Agencies:
Volkswagen worked with FischerAppelt on an interactive YouTube campaign where viewers could control the video and choose the car features they wanted to explore. This level of integration into the video experience kept users engaged and led to higher levels of interaction without feeling forced.

3. Keep It Simple and Intuitive
   While interactive ads should be creative, they must also be easy to understand and navigate. Overly complex features or too many options can overwhelm users and lead to disengagement. The best interactive ads are those that guide users through the experience without requiring too much effort.

Best Practice from Global Agencies:
Nike implemented a straightforward interactive ad campaign with Wieden+Kennedy that allowed users to select their favorite sports and get customized workout plans. The user interface was clean and intuitive, which ensured that people were able to interact quickly and easily, resulting in higher user participation.

4. Use Personalization to Enhance User Experience
   Personalized content is a key driver of engagement, and interactive ads offer the perfect opportunity to deliver tailor-made experiences. By using consumer data and preferences, brands can create customized experiences that make the user feel more connected and valued.

Best Practice from Global Agencies:
Spotify’s interactive ads, created in partnership with R/GA, personalized audio content for users based on their listening history. The interactive ad allowed users to engage by creating personalized playlists and discovering new music, making the experience more relevant to each individual.

5. Incorporate Gamification Elements
   Gamification is a powerful tool in interactive advertising, as it taps into people’s natural love for competition and achievement. By incorporating game-like features such as rewards, challenges, or progress bars, brands can motivate users to engage longer and more meaningfully with their content.

Best Practice from Global Agencies:
PepsiCo partnered with The Marketing Arm to create an interactive, gamified experience for their Doritos brand. Users could participate in a mobile game where they collected points, unlocked rewards, and entered into sweepstakes. The gamified element encouraged repeat interaction and increased time spent with the ad, resulting in stronger brand awareness.

6. Leverage Augmented Reality (AR) and Virtual Reality (VR)
   AR and VR technologies provide a next-level interactive experience, allowing users to engage with products in a fully immersive environment. Brands can use AR to let users try on products, visualize how they’d look in a space, or see how they perform in real life. This technology has opened up a whole new world for creative and engaging advertising.

Best Practice from Global Agencies:
L’Oreal teamed up with Publicis Groupe to create an AR-powered ad campaign where users could virtually try on makeup using their smartphones. The interactive AR experience not only engaged users but also led to higher purchase intent and increased sales for L’Oréal’s products.

7. Provide Clear Calls-to-Action (CTAs)
   No matter how engaging or interactive an ad is, it won’t achieve its intended goal unless there is a clear call to action (CTA). Whether it’s directing users to a product page, encouraging them to sign up for a newsletter, or prompting them to download an app, the CTA must be obvious and compelling.

Best Practice from Global Agencies:
Red Bull’s interactive content, created in collaboration with Saatchi & Saatchi, often includes a direct call to action encouraging users to take action after interacting with their ads. Whether it’s signing up for an event or visiting a product page, the CTA is always clear and positioned prominently to ensure users know the next step.

The Future of Interactive Ads
The rise of interactive ads is just the beginning. As technologies like AI, 5G, and machine learning continue to advance, interactive ads will become even more dynamic and personalized. Expect to see more brands exploring AI-driven interactive experiences, integrating chatbots into ads, and offering real-time product customization.

For digital agencies, the ability to create interactive, immersive, and personalized ad experiences will be a key differentiator in a competitive market. By following best practices and staying ahead of emerging trends, agencies can help brands create deeper, more meaningful connections with their audiences.

Conclusion
Interactive ads are transforming the digital advertising landscape, offering consumers more personalized, engaging, and immersive experiences. From gamification to AR, global agencies are leveraging interactive ads to drive higher engagement and stronger brand loyalty. By following best practices like keeping ads simple, integrating personalization, and using cutting-edge technologies, brands can create memorable and effective ad campaigns that resonate with their audience. As the digital world continues to evolve, interactive ads will undoubtedly play a pivotal role in the future of content marketing.