All about interactive advertising; When advertising is not just advertising!

" This type of advertising helps brands enter into a real, friendly and sustainable relationship with the audience instead of just being seen.

We all love to play; Because it is one of the few moments in which we are completely immersed in the present and free from the worries of life, we give all our attention to the game.

Interactive ads use exactly this magic! Relying on the power of play and interaction, this type of advertisement not only helps increase brand awareness of , but also turns the passive audience into an active actor and keeps them in the moment.

If you haven't read the story of "One Arrow and Two Marks" yet, don't miss the continuation of this article from New Iran Center Magazine !

What is interactive advertising?

Interactive advertising is an innovative and modern step in branding world; A step that unlike traditional advertising campaigns that only have the task of conveying the message; Creates a two-way interaction between brand and target audience .

In this type of advertising, the user is no longer just a listener or viewer; He embarks on a grand adventure, talks, makes decisions, plays and engages in the present!

What is the purpose of interactive advertising?

Nowadays, this type of advertising creates dynamic, lively and engaging experiences by relying on the digital space. Having said that, it is obvious that the goal of interactive advertising is not just to be seen; Rather, it is engaging the audience through interaction and play. Now the question is where do we usually see these ads?

For example, remember when you enter an application and before the advertisement is displayed, you are invited to advance a part of the game; The moment you are immersed in the game, the brand gets a chance to introduce itself to you. That too without disturbing, but with fun!

Interactive ads can come in the form of video, motion graphics , games, and dozens of other forms. But what ties all these formats together is one thing: "to create a unique and personal experience for each user."
This type of advertising helps brands enter into a real, friendly and sustainable relationship with the audience instead of just being seen. In other words, this type of advertising is the beginning of a human relationship between the brand and the audience.

Why interactive advertising is a real trump card?

Interactive ads don't just work differently, they have different effects. This advertising method is suitable branding strategy of a brand whose program is not only to be seen; Rather, it seeks to remain in the mind of the audience! And this is the winning card...

Below we have examined the most obvious advantages of interactive advertising:

1. More ROI

In a world where the audience is bombarded with hundreds of advertising messages every moment, the only thing that attracts their attention is an experience in which they are involved, and interactive advertising provides exactly that. In this type of advertising, he engages, thinks and remembers the brand.

Ads that are personalized and provide a unique experience can convert viewers into buyers. When the ad is not just a show, but a personalized experience, the chances of a sale increase and that means a stronger ROI for every Rial spent.

2. Enhanced Conversion Rate (Enhanced Conversion Rate)

More interaction, more attention to the product and a more tangible experience of the brand, all make it easier for users to become customers. When people feel involved in the promotion process, more trust is built, and that's what boosts 's conversion rates.

Normally in interactive advertising, not everyone will receive the same message, but each audience will have a personalized experience of this type of advertisement according to their age, taste, behavior and interests. Obviously, creating such a customer experience will set you apart from your competitors; We don't say this either, but , 88% of marketers say and marketing activists say !

3. One ad, a thousand leads

Interactive ads are like a gold mine. Every click, every choice, every interaction is valuable data. This data helps the brand understand what the audience is really looking for, how they think, what they like and what they don't. For example, if a user interacts with only some items in an advertising game, the brand will understand what is more attractive to him, and this will make the next campaign more powerful.

This type of advertising is not just for keeping existing customers; It is also a great tool to attract new customers. Interactive online content attracts attention, arouses curiosity and makes new people discover your brand.

4. Converting a casual customer to a lifelong fan

Advertisements that entertain and most importantly create a personalized experience can transform an audience from a viewer to a loyal brand friend. The trust and interest that is formed from an interactive experience is the foundation of a long-term and deep relationship. It should be noted that 93% of marketers emphasize that interactive content is very effective in educating and persuading the audience. ( source )

types of interactive advertisements

Interactive advertisements are presented in various formats. This diversity allows brands to design creative campaigns and invite the audience to participate and interact instead of just displaying the message. In the following, we will learn about the most common types of advertisements:

1. Interactive Banners

Banners that were once just a simple image or message have now become a gateway to new experiences. In this type of ad, when the user clicks on the banner, instead of being directed directly to an advertising page, he enters a simple and fun activity.

For example, you can design a short survey, game or personality test that both brings us closer to our advertising goal and immerses the user in the present! This interaction not only increases the amount of attention, but also makes the brand message stay better in the mind of the audience.

2. 360 degree tours

360 advertisements are one of those advertisements that puts users directly in the heart of the story. The audience can examine the environment of a product, store, hotel or property from all angles and experience the feeling of real presence.

For example, a real estate agent can provide a complete view of a luxury home to the client using this type of advertisement; That too without the need to visit in person! It should be said that this type of advertisement is more effective at the purchase decision stage, not at the beginning of the path.

3. Game-oriented ads (Gamified Playable Ads)

As we have mentioned many times, if the audience encounters a fun game, it is much more likely to connect with the brand. For this reason, one of the most widely used types of interactive advertising is game-based advertising.

In this method, a short part of a game or application is provided to the user as a trial version. If the user experience is attractive, the user is more likely to get the full version. This format is usually limited to a few seconds, and at the end, a call-to-action (CTA) button appears that directs the user to the next step.

4. Interactive videos

Video is one of the most popular and effective content formats in digital advertising; Having said that, it is obvious that when the videos are designed in an interactive way, their power of influence multiplies.

In interactive videos, the user is not just a viewer; Rather, he chooses, makes decisions and participates in the story process. These types of videos can be designed in the form of showing product details, teaching how to use, or even story scenarios that change with the user's choices.

Such content not only entertains the audience, but also leads them in a targeted way to the product page, registration form or shopping portal.

5. Interactive Displays and Pages

Interactive advertising is not limited to the online space. In events, exhibitions and shopping centers, the use of touch screens and interactive screens has become an effective tool to attract attention and provide advertising content.

These displays can help the audience play location information, select a product and even order. Although in appearance these tools are only used for services, but in fact they are a powerful platform for creating interaction and brand awareness.

3 examples of creative interactive advertising

In recent years, brands Many have used interactive advertising to introduce their products and services in a different way. From hundreds of examples, we have selected three of the best and most creative interactive ads for review:

1. Reebok; When Speed ​​Matters

When a big competitor like Nike is on the field, you have to be really creative to grab the audience's attention; Let's face it, Reebok did it very well!

This brand installed an advertising display on a busy street in Sweden and placed a speedometer camera next to it. Then he announced:

"If you can run the fastest in front of this screen, we will reward you with a pair of running shoes!"

And ​​finally people started running to get free shoes; This means real interaction!

2. New York Times; Tables for the new generation

Newspapers usually have an adult audience and it is rare for the younger generation to be interested in them. But the New York Times offered an interesting solution to this issue.

They designed a collection of jumbled crosswords that was exactly in tune with the taste and mood of the youth. Then they published these tables as interactive ads on Instagram.

While scrolling through Instagram, young people came across tables and because they found it entertaining, they clicked on them and entered the application. This ad not only attracted the attention of the audience, but also made them interact, and this means advertising success.

3. IKEA; Experience decoration with augmented reality

Creative ideas have always been part of IKEA brand identity. This Swedish brand in the field of interior design and home furniture knows very well how to create a different and lasting experience for its customers.

In one of the interactive advertising campaigns, IKEA used augmented reality (AR) technology. They designed an application that allowed users to view different furniture virtually in the real space of their home using their phone's camera.

Simply put, people could see, for example, what a new sofa would look like exactly in the living room corner of their house; Before they even enter the store!

This experience was not only attractive and entertaining, but also gave the audience a sense of ownership and real decision-making. What was the result? Increased interaction, gaining more trust and of course higher sales.

Leave your brand advertising to the biggest advertising agency in Iran!

Professional advertising is a specialty that requires extensive knowledge; Also, creativity and high experience are needed for its basic design and implementation. On the other hand, this work has many details that every advertising agency is unable to coordinate.

New Iran Center as the best advertising company in Iran , runs zero to one hundred offline and online advertisements for businesses. Different departments of Iran Navin Center provide the highest quality to our valued customers by benefiting from modern marketing knowledge and modern tools such as artificial intelligence.

Last word!

In today's world where the audience's attention is quickly gained and lost, interactive advertising is the key to brand success. By turning the audience into an active companion, this type of advertising not only attracts attention, but also creates a deeper and more lasting connection with customers.

From real experiences of big brands to innovative technologies, all show that interactive advertising is the future of advertising. So if you want to create an unforgettable experience beyond a simple message and bring your customers with you, it's time to take this attractive and effective way seriously.