Video marketing has surged in popularity as businesses recognize the profound impact it can have on engaging and connecting with consumers. However, traditional video ads are becoming increasingly ineffective, as consumers are bombarded with ads every day. This is where interactive videos come in. Interactive videos transform the passive act of watching into an engaging and participatory experience, allowing viewers to interact with the content in meaningful ways.
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Clicking on links or buttons
This is the most common type of interactive video ad. Interactive videos empower viewers to click on links or buttons within the content, enabling them to learn more about products, sign up for newsletters, or take other desired actions.
- Links. Links are the most common type of interactive element in video ads. They can be used to direct viewers to a website, a landing page, or another video. Links can also be used to collect data about viewers, for example email address or their interests.
- Buttons. Buttons are another type of interactive element that can be used in video ads. Buttons in interactive videos enable viewers to take action, such as signing up for newsletters, making purchases, or donating to charities. They also provide a means to collect valuable viewer data, enhancing marketing strategies and audience understanding.
Some interactive video ads allow viewers to make choices that affect the outcome of the ad. This can be a fun and engaging way to get viewers involved in the content.
- Choice-based video ads. These ads allow viewers to make choices that affect the outcome of the ad. Choice-based interactive videos make the viewing experience fun and engaging. For example, viewers can customize their ideal car by selecting the color, features, and accessories. This interactive element fosters a personalized connection between the viewer and the brand.
- Branching video ads. These ads allow viewers to choose different paths through the ad. This is a great way to tell a more complex story or to provide a personalized experience for viewers. For example, a branching video ad for a new movie might allow viewers to choose different characters to follow or different endings to the story.
Responding to questions
Other interactive video ads ask viewers to answer questions. Choice-based interactive videos engage viewers while providing valuable data insights into their preferences and interest in a product or service.
- Question-and-answer video ads. Question-and-answer video ads engage viewers by allowing them to provide feedback and data about their preferences and interest in the product or service being advertised. For instance, a video ad for a new car may ask viewers about their driving habits and feature preferences, providing valuable insights for the business.
- Poll-based video ads. These ads allow viewers to vote on a poll question. This can be a great way to get viewers engaged with the content and to collect data about their opinions. For example, a poll-based video ad for a new movie might ask viewers to vote on their favorite character or their favorite scene.
Interactive video ads can also be used to create games. Interactive videos offer a great way to engage viewers and promote products or services in a fun and memorable manner.
- Game-based video ads. Game-based video ads create an engaging and memorable experience by allowing viewers to play games related to the product or service being advertised. For example, a video ad for a new game may offer viewers the opportunity to play a short demo. This interactive approach effectively promotes the product or service in a fun and interactive way.
- Gamified video ads. These ads use game-like elements, such as points, levels, and rewards, to engage viewers. This can be a great way to keep viewers engaged and to encourage them to interact with the ad. For example, a gamified video ad for a new car might allow viewers to earn points for watching the ad and for answering questions about the car.
VR Interactive Videos for Consumers
VR allows for realistic virtual product demos, particularly beneficial for visualizing complex items like cars or furniture. It also enables innovative brand experiences, fostering stronger connections with viewers and cultivating brand loyalty.
One of the examples of how interactive videos can be used for promoting a brand is the Boursin “The Boursin Sensorium” campaign. In 2017, Boursin launched “The Boursin Sensorium,” a VR campaign that offered consumers a unique and immersive way to interact with the brand, known for its creamy cheese and sophisticated flavors.
The VR experience took users on a journey through a virtual fridge filled with Boursin-inspired foods and ingredients. As users moved through the fridge, they could hear the sounds of the fridge and even feel the textures of the food. The experience was designed to be both educational and entertaining, and it gave users a new appreciation for Boursin cheese.
The Boursin Sensorium VR campaign was a success. It was well-received by consumers, and it helped to increase brand awareness and sales.
Benefits of Interactive Videos
Interactive videos offer a number of benefits over traditional video ads. Interactive videos offer superior engagement, data collection, and memorability compared to traditional video ads. As a result, they are highly effective at driving conversions and achieving marketing goals.
Here are some of the benefits of interactive videos:
Increased engagement. Interactive videos are more engaging than traditional video ads because they allow viewers to interact with the content. This makes viewers more likely to watch the entire ad and to remember the message.
More data collection. Interactive videos can collect more data about viewers than traditional video ads. This data can be used to improve the ad campaign and to target future ads more effectively.
More memorable. Interactive videos are more memorable than traditional video ads because they are more engaging. Interactive videos generate higher viewer retention and increase the likelihood of viewers taking action, such as visiting websites or making purchases. The engaging and memorable experience of interactive videos leaves a lasting impact, driving conversions and achieving desired outcomes for businesses.
Interactive videos in marketing offer increased engagement, data collection, and memorability compared to traditional video ads. They allow viewers to interact with the content, leading to stronger connections and higher conversion rates. Incorporating interactive elements into video marketing strategies can help businesses stand out and make a lasting impression on their audience.