Interactive E-Commerce Advertising is the New Normal
Publishers also benefit from increased engagement rates for interactive ads which, according to DoubleClick, are often more than five times those of traditional rich media ads, regardless of vertical. Viewers spend more time with a video-driven ad, with up to 50 percent greater stickiness. This increase in engagement results in a prequalification of consumers, where clickthrough rates might not be higher, but their propensity to ultimately make purchases is markedly increased.
Advertisers looking for lower costs and greater efficiency can find both through interactive ads. Advertisers can typically use their existing photo catalog to populate their ads. A car dealership that has 10 shots of every car on its lot can get extra value out of the images by using them for their online advertising inventory. By adding a moving component to static images, advertisers lend some excitement to their products without incurring the additional expense of producing and editing full-motion video.
While this type of online ad format is certainly not brand new, it's maintaining a sense of newness because of all the new functionalities that are constantly being introduced (e.g., automated voiceovers, custom graphics). These functionalities are making them better and better at grabbing consumers’ attention, enabling more conversions and better brand awareness. More consumer interaction options within the banner also means more reporting metrics that can be analyzed to find hidden customer preferences or desires.
Finding the Right Partner
Cutting-edge ad services can provide advertisers with engaging banner content on the right publisher site. Connecting an advertiser’s inventory to a database via a simple API allows for real-time updates of products and merchandise that appear in interactive ad banners. For example, if a baby products retailer discontinues a lime green baby stroller from its database, that change can be automatically reflected in its entire network of video ads. When an online shopper comes to a publisher page with that retailer’s ad, it's automatically called up, with video rendered on the fly.