Low-interactivity ads conveniently engage & capture attention
Implications - A full-fledged interactive campaign can sometimes be a double-edged sword for marketers. On one hand, it offers superior consumer engagement; on the other, it takes the consumer more time and effort -- for example, the consumer has to visit the brand's microsite or play a game via his iPhone. One way to enhance engagement without "inconveniencing" the consumer is participatory advertising -- ads that ask consumers to participate in a simple way, such as touching their TV screens, searching for a word or simply plugging in their earphones. These ads are simple, yet still clever and engaging, offering the benefits of interactive advertising without requiring a high level of commitment from an already busy consumer.
Trend Themes
1. Participatory Advertising - Opportunity for brands to enhance engagement without requiring a high level of commitment from consumers
2. Interactive Print Ads - Brands can make print advertising interactive and tech-savvy by embedding audio/visual messages on the cover
3. Experiential Marketing - Brands can create a memorable experience around their product or service offerings to attract more customers
Industry Implications
1. Advertising - Participatory advertising and word search ads are two examples of innovative advertising methods brands can leverage
2. Print Media - Interactive print ads can be a great way for print media to stay relevant in the age of digital advertising
3. Consumer Goods - Experiential marketing campaigns like the Mr. Kipling Cake Dispenser can help consumer goods companies attract more customers
