Simply showing a video is no longer enough to capture the attention of mobile audiences. Interactive video advertising invites users to become active participants in brand communication: they can play a mini-game, make a choice, explore a product, or go directly to the website.
In this article, we explain how interactive video advertising works, which mechanics it can include, and which advertising objectives it is best suited for.
Interactive video advertising, or Video Interaction, combines video with another advertising format and is available in two variations:
In the first variation, Rich Media supports a wide range of mechanics, from animation to mini-games. This helps capture users’ attention through interaction with the creative and encourages them to watch the video that follows.
Available mechanics include:
Explore our Rich Media banners here.
In the second variation, a fullscreen banner delivers broad audience reach at a low cost per user contact.
Interactive video advertising combines the emotional impact of video with the ability to engage directly with the ad. Users can tap on elements, choose a scenario, explore a product, and immediately visit the website. The format helps retain attention, increase engagement, and generate measurable in-ad actions.
On the BYYD platform, the following Video Interaction metrics can be tracked:
According to research, interactive advertising holds users’ attention 47% longer, while interactive video is 32% more memorable than standard ads.
Engagement can be up to 300% higher, and users spend three times longer on pages with interactive video than on pages with static content.
Interactivity also affects overall campaign performance: the conversion rate can be three times higher than that of standard video advertising. This helps explain why, according to a Business2Community survey, 88% of marketers prefer interactive advertising to other formats.
Static banners typically have an engagement rate below 1% and a click-through rate of approximately 0.12%. Standard video generates engagement rates of 2–5% and can outperform static formats by two to four times in terms of CTR. However, viewer attention tends to decline significantly after 15 seconds.
Interactive and gamified formats can achieve engagement rates of 15–30% and a CTR of approximately 0.44%. For certain mini-game mechanics, performance can be up to 700% higher than that of static advertising.
Interactivity also helps pre-qualify interested audiences. According to NoveltyVR, the conversion rate is 10% for static advertising, 20% for video, and 32% for interactive formats. Users first explore the offer and engage with it inside the ad before making a more informed decision to click through.
The effectiveness of interactive video therefore extends beyond generating more responses. The format introduces audiences to the product in greater depth, improves the quality of each advertising contact, and drives more interested users to the website.
The format can support both brand-building and performance objectives:
For more than 11 years, BYYD has been helping companies with mobile advertising and continuously improving its tools to meet the evolving needs of the market. Check out our case studies and send us an email – let’s launch your next campaign together.
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