Interactive Video Ads: +66% More Engagement

Eric Simone

Marketing and advertising are all about cutting through the proverbial noise. Whether it's the email noise of an inbox that is comprised of 80% spam, or pages upon pages of content with several ads each, marketing these days has a lot more to do with getting your brand noticed.

Figures for 2021 and 2022 point to a single person seeing up to 10k ads daily, yet most of us will struggle to remember a single one we experienced that day. Want to stand out? You have to find innovative ways to ensure everyday ads make an impact. This need for a little 'wow' led to the creation of our High Impact Video ads, also known as interactive video ads, as interactivity is the secret sauce to turning passive scrollers into accountable customers.

✨  Interactive videos lead to +66% more engagement and 44% longer viewing time.
Source: Comprehensive Interactive Video Statistics Guide for 2022

Keep reading to learn about the simple but impactful process KORTX uses for clients interested in High-Impact Video ads.

What Are Interactive Video Ads: The Basics

Interactive video ads are video advertisements that allow users to interact with the ad through several components. In contrast to traditional video ads, the creative for these advertisements enables users to interact with the content through ad product scrolls, maps, form fills, and more. Often showcased on relevant publishers, blogs, and websites, these advertisements allow for an eye-catching, interactive ad experience far more engaging than traditional static banners or graphic ads.

Where do interactive video ads appear?
Interactive video ads appear across mobile, tablet, and desktop devices.

Video Ad Placement
These interactive digital ads appear surrounding or in the middle of video content. When placing video ads, there are three main points in a video where the advertisement will show up.

  1. Pre-Roll: These ads appear before the content after a user has started an online video but before the actual content has begun.
  2. Mid-Roll: This ad placement refers to ads appearing in the middle of the content. Depending on the length of an online video, there may be several mid-roll slots.
  3. Post-Roll: This placement will show at the end of a video or once the content has been completed.

The Benefits of High-Impact Interactive Video

It's no secret that video is an incredible storytelling tool. Interactive video brings things to a new level, especially with ad fatigue and a crowded digital landscape at play. These creative assets allow for:

  1. More Design Layout & Animation Options: By including multiple elements in a single ad, interactive video ads easily pull users' attention from elsewhere.
  2. Improved Viewer Retention: Creating video assets that people ignore or skip can be disheartening. Combining video with interactive elements keeps eyes on your product and ad, ensuring more users view the entirety of your creative.
  3. Converts Passive Viewers Into Active Customers: By providing users with just a little bit more info through interactive elements, marketers are much more likely to pique their interest. For example, giving a customer the option to scroll through t-shirt color variations can make a bland item become a purchase of interest.
  4. Creates a Sticky, Memorable Brand Experience: The combination of video and interactive elements creates a more memorable experience in users’ minds, urging them to keep your brand at the forefront even if they don’t interact with the ad the first time around.
  5. Drive Conversions via Specific Call-to-Actions: Gone are the days of one image and one call-to-action. Interactive ads allow users to explore locations, products, and more. This means the call-to-action will be specific to something they've chosen to interact with on a page. You've eliminated the secondary action of browsing locations or options and sent them right where they want to be!
  6. Trackable & Actionable Data: Interactive video ads deepen understanding of how your customers interact with content. Rather than providing details about clicks or views, these ads lead to deeper data regarding users' true interests.

💬 Do interactive video ads need to be expensive? 💬
High-impact content and engaging experiences do not always have to be synonymous with a larger-than-life price tag or a reinventing of the wheel. Brands often sit on top of a wealth of already-produced long-form content such as webinars, white papers, interviews, and marketing assets that are begging to be revitalized. There is a massive opportunity to clip and reformat these assets' top-performing bits and pieces for new channels, platforms, and experiences. Ultimately increasing the content’s reach, longevity, and engagement.
-Eric Lee, Co-Founder & Managing Partner, KORTX

Interactive Videos Ads: Formats & Examples

The type of interactive ad format best for your brand depends entirely on your goal. With many ways to grab your users’ attention (and clicks), focus on your core conversion goals and go from there.

Note: These example mock-ups are created via publicly available assets from brands and are not an example of a live campaign.

The main types of interactive video ads include Borders, Hotspots, Shoppable, Leads, Carousel, and Overlay.

#1 Borders 

These interactive ads are available in many customizable layouts and can include several interactive components listed below with multiple click-outs.

Use Cases: Boost Brand Awareness


#2 Hotspots

These ads allow advertisers to ad an invisible (to the user) overlay to their ad creative that initiates an action, such as animation pop-up windows or website click-outs. These ads can include multiple hotspots on one experience that all click out to different pages. This experience allows brands to provide secondary pages on the ad experience.

Use Cases: Customer Engagement

#3 Shoppable

Grab the viewer’s attention from the video on screen and into your app or website with this QR-code enabled ad.  

Note: These ads are best served on Desktop and Tablet.

Use Cases: App download, Purchase

#4 Leads

Ideal for generating leads, this ad includes a custom form directly alongside your video content. These form submissions can be sent directly to your CMS or Google Sheets. Data fields are customizable to grab the info you need.

Note: This experience is exclusively available on Desktop.

Use Cases: Customer Engagement, Leads

#5 Carousel

This interactive ad will showcase your best products or services and encourage user engagement. This ad allows a carousel that will auto-play and link to individual product pages on a website, including custom tracking.

Use Cases: Showcase Products, Sales

#6 Overlay

Offering minimal disruption of the ad space and video, overlay interactive video ads display content atop the video with an easy-to-understand call-to-action. Overlays are easily customizable when it comes to the shape/size of a call-to-action as well as layout.

Use Cases: Grow Site Traffic

Bonus: Interactive CTV Ads

Connected TV advertising is one of the easiest ways to reach your audience. Interactive CTV advertising delivers an engaging environment for streaming viewers.

  • Picture-in-Picture: Advertise during live sports and other events
  • Border: Add branded frames to live streaming.
  • Shoppable: Allow viewers to shop via QR codes.
  • Overlay: Customizable content displayed over video assets.
  • Carousel: Showcase your best products or services.

Explore Interactive CTV Ads

Grab Your Customers Attention with Every Ad

Out of the 10k ads your customers are exposed to daily, be one they actually remember by using creative assets that allow for easy interaction. Interactive video ads easily enable brands to showcase more information during a short digital exposure and allow advertisers to put a little wow into a user’s otherwise scroll-happy digital day.

About the Author

Eric Simone is a former filmmaker turned designer. He has years of experience working at agencies and production houses as well as in the freelance space. He is passionate about translating business needs into art and telling brand stories.

Eric Simone

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