Interactive Advertising: The Future of Paid Media Strategy
Are you prepared for the rise of interactive advertising, also known as advergaming or gamified advertising? This innovative approach is gaining popularity among big brands such as Disney, Amazon, and Discord, who are incorporating interactivity into their advertising formats. While B2B companies have long utilized interactive polls, surveys, and games in their marketing strategies, the introduction of interactive insertions on streaming media and other content platforms is taking this concept to a whole new level.
The shift towards gamification in advertising is evident in recent initiatives by major companies. Burger King, for example, embraced gamification as part of its content marketing strategy by launching a video game called Balloon Burst to celebrate its 70th birthday. This move aimed to enhance the “stickiness” of the brand and engage customers in a unique and entertaining way. Similarly, Disney, Hulu, and other platforms have introduced advergames such as Quiz Show and Beat the Clock, allowing advertisers to interact with viewers through trivia games and rapid-fire questions using their TV remote.
Amazon has also joined the gamification trend by introducing interactive quizzes on Prime Video, enabling brands to engage viewers by asking questions and conducting polls or surveys. This interactive approach not only captures the audience’s attention but also provides an opportunity for viewers to win prizes and engage with the brand on a deeper level. The increasing demand for video games, particularly mobile games, has further fueled the adoption of advergames in advertising, with digital ad spend on mobile apps reaching record highs.
For B2B marketers, incorporating gamification into their marketing strategies can offer a range of benefits. Interactive tools such as configurators, polls, surveys, and games have proven to be effective in engaging customers and generating leads. For example, the HubSpot Website Grader has become a legendary tool for developing new leads through interactive assessments. By leveraging gamified elements in their marketing campaigns, B2B companies can enhance customer engagement and drive conversions.
However, not all gamification strategies are created equal. While some interactive polls and surveys can add value and entertainment, others may come across as intrusive or irrelevant. It’s essential for marketers to be strategic in their approach to gamification and focus on providing value to customers rather than simply collecting data. By incorporating interactive elements into their paid media strategies, B2B marketers can create a more engaging and personalized experience for their audience.
One effective way to leverage gamification in B2B marketing is by using interactive polls and surveys to help customers along their buying journey. By asking targeted questions and providing valuable insights, marketers can gather first-party data and tailor their content to meet the needs of their audience. For example, instead of requesting standard contact information, brands can ask relevant questions that provide value to customers and inform their content strategy.
By incorporating interactive elements such as trivia games, assessments, and interactive resource guides into their paid media strategy, B2B marketers can create a more engaging and memorable experience for their audience. These gamified approaches not only capture the audience’s attention but also provide valuable insights into customer preferences and behavior. As the demand for interactive content continues to grow, B2B marketers can stay ahead of the curve by embracing gamification in their advertising strategies.
In conclusion, the rise of interactive advertising presents a unique opportunity for brands to engage with their audience in a more meaningful way. By incorporating gamified elements into their marketing strategies, companies can create a more interactive and personalized experience for their customers. As the digital landscape evolves, embracing gamification in advertising will be essential for brands looking to stand out and connect with their audience effectively.