Mobile interactive ads significantly boost engagement time and brand recall

Interactive video adverts are boosting the amount of time consumers spend with a brand by 47% compared to non-interactive ads. That’s according to new research by Tremor Video DSP in collaboration with MAGNA and IPG Media Lab.

The report explored the questions whether interactive ads could actually boost engagement time and drive brand KPIs.

For many advertisers, interaction and engagement are some of the core metrics they strive to increase. Indeed, when consumers interact with ads, brands are gaining additional time to create a super impression. That’s regardless of advert length. Fifteen second ads increased engagement by almost half a minute – just like 30 second ads did.

Interestingly, the increased time that is spent is not unique to certain demographics nor existing consumers. There is, however, a clear correlation between time spent engaging with an ad and brand recall.

Regardless of interaction, survey respondents recalled more ads that were interactive. The potential of an ad for interaction makes it 32% more memorable than non-interactive ads. This has the potential to triple a brand’s excitement factor.

Indeed, once a consumer interacts, the overall advertising experience is elevated. The consumer sentiment seems to be:

“It’s a more active experience than just sitting back and staring at an ad, and in that way it can get me interested in brands I might otherwise have just ignored, or help me learn something about a brand that I didn’t know before.”

The interaction has a positive effect on both brand favourability (up 11% versus 3% for non-interactive ads) and purchase intent (9% versus 1%).

The report also found that ad dollars went 52% further with interactive ads because their cost per impact was lower compared to non-interactive ads ($0.48 versus $1 respectively).

Additionally, there are some optimisations advertisers can follow in order to boost their interactive effect.

  1. Prioritise adding interactions to 30 second ads.
  2. Include explicit descriptions with a call-to-action.
  3. Choose depth over breadth when laying out products.
  4. Interactions that focus on the entertainment factor rather than the product perform better (15% lift).
  5. Humanising the experience can also make it more enjoyable.
  6. Include earned skips rather than upfront skip options.

Chad Stoller, Global Chief Innovation Officer at Universal McCann, says:

“Mobile is intimate; video is engaging. As the digital world becomes less a proxy for our ‘real’ world, and becomes the ‘real world’ itself, interactivity can build organic connections between viewers and branded messages, especially in a mobile-first world. It is becoming clearer that interactivity is the future of mobile video.”