The advertising world is changing—fast. Traditional ads that rely on clicks and impressions to measure success are losing steam as audiences demand something more engaging.
Enter interactive advertising – reimagining digital and connected TV (cTV) advertising.
Think quizzes, gamified ads, shoppable videos—formats designed not just to grab attention but to hold it. If you’re an advertiser or publisher, this shift could redefine how you connect with your audience and measure ROI.
Let’s dive in.
Why Interactive Advertising Is Taking Over
Let’s start with the basics: What exactly is interactive advertising?
Unlike static banner ads or videos you simply scroll past, interactive ads invite participation. Examples include:
• Quizzes: “Find Your Perfect Skincare Routine” that not only engages users but captures valuable lead data.
• Gamified ads: Mini-games tied to rewards or discounts that make ads fun to play.
• Shoppable videos: Seamless, click-to-buy features embedded in influencer videos or product showcases.
What’s driving this shift?
1. Consumers want experiences, not ads. Today’s audience isn’t content to sit back and consume; they want to engage, explore, and even co-create.
2. Tech advancements make it possible. With AI, machine learning, and AR/VR technologies, creating personalized and immersive ads is easier than ever.
3. Ad fatigue is real. Static ads feel repetitive; interactive formats cut through the noise.
Even the channels are changing constantly. Social media platforms and programmatic advertising networks are already embracing these formats, but cTV is the new frontier bringing clickable, gamified ads right to your living room.
Why Engagement Metrics Outperform Clicks
For years, advertisers have relied on metrics like clicks, impressions, and reach. And while they’re easy to measure, they don’t tell the whole story.
• Clicks are shallow. They tell you someone clicked but not whether they stayed, engaged, or converted.
• Impressions can be misleading. Just because an ad was “seen” doesn’t mean it resonated.
Now, let’s talk about engagement-focused metrics:
• Time spent on the ad shows how captivating your content is.
• Interaction rates reveal how users actively participate, whether through swipes, taps, or answers.
• Completion rates (e.g., finishing a quiz) and cart additions from shoppable videos tie engagement directly to business outcomes.
How Interactive Ads Are Transforming Digital and cTV Advertising
Interactive ads aren’t just a trend—they’re redefining how brands connect with audiences. Here’s how:
1. Quizzes
• Why they work: People love self-discovery. Quizzes engage users on a personal level, helping brands collect valuable data while leading users toward a product or service.
• Example: An eCommerce beauty brand creates a “find your perfect foundation match” quiz, where users input preferences and skin type, receiving personalized product recommendations.
2. Gamified ads
• Why they work: Ads become experiences when they’re gamified, boosting emotional connections with your brand. Fun, interactive games not only entertain but also drive brand recall and engagement.
• Example: A food delivery app introduces a spin-the-wheel game offering exclusive discounts or free delivery codes, encouraging users to engage while increasing app downloads and loyalty.
3. Shoppable videos
• Why they work: Shoppable videos shorten the buyer’s journey by letting users shop instantly. They inspire and convert in the same moment, streamlining the process from discovery to purchase.
• Example: An influencer modeling a clothing brand includes clickable hotspots on their outfits, allowing viewers to tap and buy directly without leaving the video.
4. Polls
• Why they work: Polls make users feel heard while providing brands with valuable audience insights. The real-time feedback increases engagement and allows brands to tailor future campaigns.
• Example: A streaming platform runs a poll on social media asking users to vote for their favorite genre, with the results shaping personalized content recommendations.
5. Branching storylines
• Why they work: Branching ads put users in control, creating a “choose-your-own-adventure” experience. This personalized interaction increases retention and emotional investment in your brand.
• Example: A travel company creates an interactive video where users pick their dream destination, accommodations, and activities, leading to tailored vacation packages.
6. Hotspots
• Why they work: Hotspots make visuals interactive, allowing users to explore specific areas of interest within the ad. This creates a hands-on experience, deepening engagement and driving discovery.
• Example: A furniture brand showcases a living room setup with clickable hotspots on individual items like the sofa, rug, or lamp, letting users explore details or shop instantly.
7. Embedded inquiry forms
• Why they work: Inquiry forms within ads reduce friction by allowing users to submit questions, sign up for offers, or request information without leaving the ad.
• Example: A SaaS company places an inquiry form in a cTV ad for users to request a free demo, boosting lead generation without disrupting the viewing experience.
How Mangoads.ai Powers the Interactive Ad Space
Let’s talk solutions. Mangoads.ai helps advertisers and publishers to create, manage, and optimize interactive ad formats effortlessly. Whether it’s shoppable videos, gamified ads, or personalized quizzes, we deliver tools that make your ads smarter, more engaging, and results-driven.
What we bring to the table
• AI-driven ad design: Use cutting-edge technology to create highly personalized, engaging ads tailored to audience behavior and preferences.
• Streamlined workflow: From designing to testing and analyzing campaigns, do it all in one seamless platform, saving time and eliminating complexity.
• Tailored solutions: Whether you’re a digital marketer, cTV publisher, or eCommerce brand, we customize tools to suit your specific advertising needs.
Why advertisers love us
• Better ROI: We connect engagement metrics like interaction rates directly to tangible results like conversions, helping you get more from your ad spend.
• Time-saving tools: With automated testing and optimization, your ads hit the mark faster—no endless revisions or guesswork.
How we make your ads more impactful and engaging
1. Maximize relevance
• Focus on high-potential areas while reducing ad fatigue and over-spending.
• Leverage gamified content, cross-platform versatility, and personalized targeting to capture attention and increase shareability.
2. Increase engagement
• Deliver personalized, context-driven ads that hold audience attention and reduce bounce rates.
• Improve visibility and ROI by boosting the likelihood of clicks, sign-ups, or purchases.
3. Provide better audience insights
• Track user interactions to gain real-time insights into behavior and preferences.
• Use data-driven insights to refine campaigns on the fly, improving targeting, optimizing ad spend, and boosting engagement.
4. Stand out and drive conversions
• Create unique, memorable ad experiences with features like shoppable ads and QR codes.
• Guide users seamlessly through the purchase journey, making conversions effortless and ensuring your brand stays top of mind.
The Road Ahead: What’s Next for Interactive Advertising?
The future of advertising is interactive, and here’s what’s coming:
• Hyper-personalization: AI will play a bigger role in tailoring ads to individual user preferences.
• Industry-wide adoption: Engagement-focused strategies will extend beyond retail and gaming into industries like finance, education, and healthcare.
• Connected TV dominance: cTV will become a hub for gamified and shoppable ads, merging TV’s reach with digital’s interactivity.
Are You Ready to Engage?
It’s time to ask yourself: Are you still chasing clicks, or are you ready to focus on what really matters—engagement?
Interactive advertising is here to stay, and the brands adopting it now are the ones winning their audience’s attention (and wallets).
With Mangoads.ai by your side, creating interactive campaigns that captivate and convert has never been easier. Don’t just advertise—engage.
Ready to transform your ads? Let’s talk.