An ad is always going to be more memorable if it inspires action from the consumer. The average consumer is bombarded with thousands of ads in the visual frame each day and at the end of the day, they may remember none of them. Maybe a catchy slogan would be memorable the second time they see it but if the ad is interactive and gets to consumer to click, swipe or type something, it will be memorable the first time. There’s a lot of experimentation happening here.
Brands are making content interactive by playing around with quizzes, polls, augmented reality and even 360 videos. Giveaways also encourage participation and tagging of friends and referrals. When digital advertising is interactive, there is an opportunity for consumers to connect with the brand in a genuine and authentic way. It allows consumer to be part of the decision making process of the brand and inspire the brand to create more meaningful products for the consumer.
As a brand interactive content can be a great way to get more accurate consumer data and really understand who their natural audience is and how engaged their audience is. The data can help determine future innovations, new and relevant messaging and even identify white spaces
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