The Power of Interactive Advertising Campaigns

Consumers either went for the product, service, or message being promoted or they ignored it and moved on. Getting the opinion of customers was an arduous process consisting of surveys carried out methodically and very slowly. That was until the internet became a popular method of communication. The internet and marketing together created a perfect match for consumer participation. The method of participation was interactive advertising.

What is Interactive Advertising?
Interactive advertising is online or offline advertisements that invite viewer participation, creating ongoing communication. It has been used to promote services, products, political groups, and public service announcements.

Why Is It Effective?
Immediate - With online interactive campaigns, companies established an immediate connection to their customers. They were able to not only look at their feedback but often their movements during the campaign, their browser, their region, and the link that led them to the campaign site.

Targeted - Interactive ads can be compared to a choose your own ending story. (In fact, some campaigns are exactlylike that.) Ads are targeted to the participator because their own input decides the course of action. This information is then logged with other demographic information for future marketing strategies.

Participatory - These days, consumers expect the opportunity to provide feedback. Having the option to particpate in improving their favorite brands is a satisfying experience for them. It’s also helpful in increasing brand awareness. Consumers remember when they are actively contributing.

You can see all these in social networking, email marketing campaigns, offline-to-website QR codes, augmented reality views and mass SMS messaging. They all put the consumer in immediate reach. The tracking of actions and logging of options are used for targeted marketing. Opt-in and opt-out choices and QR code scanning invite participation.

Example: PepsiCo World Cup Ad
<iframe width="560" height="315" src="//www.youtube.com/embed/KefIe0xwD6w" frameborder="0" allowfullscreen></iframe>
PepsiCo World Cup ad is a perfect example of a company using an interactive advertising campaign. In a single promotional video, there were 11 chances to change the story. Clicking when directed would reveal extended scenes. Choosing not to click on the person or object let it pass by quickly, moving the viewer onto the next choice. That’s a high-degree of participation with immediate results for the consumer and the company. That’s what consumers not only want but expect now.

The internet has created the opportunity for consumer control and immediate feedback. Consumers can be involved in the growth and improvement of a company and it’s products. The companies can gather useful information that helps them better market their products and increase their sales.