Dive Brief:
- Facebook and Instagram are both going to start offering marketers interactive video ads, according to an Adweek report.
- The format is popular with advertisers because it allows for more information to be presented in the ad allowing engaged viewers to take action during the video.
- For example, interactive video ads will have an element that only requires viewers to rollover in order to access more details about the brand or product being advertised.
Dive Insight:
Innovid is one vendor creating a program to allow its interactive videos to be compatible with social media posts, and in a post on its website, Ashley Eckel Deibert pointed out the value the format offers marketers lies in the interactive experience.
"Just as video has evolved, so has its audiences. Anything less than clickable, tappable, personalized, in-the-moment experiences has become subpar to audiences who, today, are consuming content on many different types of screens. The interactivity invites audiences to engage with brands and become part of the video experience," she said.
Deibert also included some examples of how marketers can advantage of interactive video ads, such as providing viewers with a virtual product test, offering discounts and deals, and using data to target viewers with specific reviews, product information or promotions.
What's more, new research from Exponential Interactive on interactive video ads found the format was better at grabbing attentions, eliciting emotion and driving brand impact over non-interactive video ads. For pre-roll video ads, 17% of users said they would definitely consider purchasing brand in the future compared to 13% for the standard pre-roll ad.
"The choice of ad format has huge implications for marketers and advertisers; advertising focused on engagement delivers more compelling, memorable experiences," Bryan Melmed, vp of insights services at Exponential, told Mobile Advertising Watch.
