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Consumers are increasingly accustomed to on-demand experiences, from their entertainment and transportation to their shopping. The new on-demand ecosystem puts the user in control, and that expectation carries over to what they expect when interacting with any content channel on their devices.
Instead of fighting the new reality or piling on more ads to get user’s attention, forward-thinking advertisers have begun adjusting their online display campaigns and strategies to adapt to the evolving landscape.
That’s where interactive production comes in.
Interactive production is centered on display ad experiences that put the user back in control. It recognizes that people want choices. That’s why it focuses on online display campaigns that center on high impact units like gamified ads, quizzes and ‘build your own’ experiences.
These types of creative units typically enjoy longer user interaction rates and better brand recall.
Consider this clever gamified ad from trueX, promoting McDonald’s McCafe beverages. It’s playful and relevant – after all, who hasn’t announced they were making a quick run to get food, coffee, etc., only to be besieged by a flurry of requests to ‘pick something up for me’?
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