New research from the IAB shows that when it comes to advertising on tablets, interactivity is key.
A quarter (25%) of respondents said they would be likely to click interactive ads compared to just 11% for static ads. Furthermore, 54% of respondents had a positive overall opinion of them compared to just 27% for static ads.
A majority of respondents (55%) also agreed that tablet ads can do things that other media can’t.
So how can marketers take advantage of this opportunity?
Here we round up nine of the best interactive ads that have appeared on iPad.
This is a fairly simple use of touch screen technology, but it is still a good example of how marketers can engage their audience by making ads more interactive.
Users have to solve a puzzle by dragging the icon across the screen to locate the answers to several clues.
It’s not very complicated, but is certainly more engaging than a static ad.
This ad ran in the iPad version of Auto Esporte magazine to highlight the Volkswagen Tiguan’s Park Assist feature.
The user simply has to touch two targets on the screen and the car reverse parks by itself. A message then prompts the user to scroll through information about the vehicle.
Again it’s not overly complicated, but is a good way of drawing the user’s attention to the advertising message and getting them to engage with the content.
Visa’s advert is one of the best on this list. Built in HTML5, it presents the user with a virtual wallet that they can look through and use to plan a holiday, buy theatre or cinema tickets, or reserve a hotel.
It says it is an invitation to “look at the perks and consider the possibilities” of the Visa Signature card. By linking out to other sites Visa adds extra interactivity to its ads beyond simply using an interesting graphic.