What Are Interactive Ads?

Types and Formats of Interactive Ads

Playable Ads
Playable ads allow users to try a short demo of a game or app (typically 15-30 seconds) before downloading. By letting audiences test core features or mechanics, they filter out users with low intent and attract those who are genuinely interested. This “try-before-you-download” approach leads to higher engagement and retention after install.

Interactive Video Ads
Interactive video ads build on traditional video formats by including clickable elements such as hotspots, branching storylines, or swipe gestures. These ads turn passive watching into an immersive experience where the user has control. Popular on social media and streaming platforms, they boost dwell time, brand recall, and provide more detailed engagement data than standard video ads.

Quizzes and Surveys
This format invites users to answer short, personalized questions—sometimes in exchange for rewards or exclusive content. Quizzes and surveys not only entertain but also help advertisers collect valuable first-party data. They’re often used in display campaigns, retail apps, or loyalty programs to strengthen personalization and refine targeting.

Rich Media and Immersive Formats
Rich media ads go beyond static banners, using animations, swipe gestures, 360-degree views, or even AR/VR features. For example, users might rotate a product to view it from all sides or apply a virtual try-on filter. These immersive formats are designed to capture attention and drive higher interaction rates while enhancing user experience.

Augmented Reality (AR) Ads
While still niche compared to playables, AR ads are growing fast on mobile. They use the smartphone camera to let users “try on” items (like sunglasses or makeup) or place products virtually in their environment. These immersive experiences combine utility with engagement.

Gamified Ads (Beyond Playables)
Not just demos of the advertised app—some ads incorporate game-like elements such as spin-the-wheel, progress bars, or mini-challenges to create engagement loops. These formats work well in rewarded environments where users already expect interactivity.

Benefits of Interactive Ads

Higher Engagement and Recall
Interactive ads keep users engaged longer than static or standard video formats. Studies show they can boost brand recall by more than 50% and increase the time users spend with an ad by almost half. By turning ads into experiences, they leave a stronger impression on audiences.

Improved Ad Performance and ROI
Engagement translates into measurable performance. Playable ads, for example, are over 20 times more likely to result in app installs compared to banners, with some campaigns reporting conversion uplifts of up to 700%. These formats help advertisers spend more efficiently and generate stronger returns.

Stronger Connection with Target Audiences
Unlike one-way messaging, interactive ads create a dialogue. Quizzes, gamified content, or interactive storytelling help brands connect on a personal level. This active participation fosters trust and positions brands as more engaging and user-focused.

Better Insights into User Behavior
Beyond impressions and clicks, interactive ads provide deeper insights into user behavior. Marketers can track how long users play, which story paths they choose, or how they answer quiz questions. These behavioral signals supply valuable first-party data to refine campaigns and optimize creative strategies.

Enhanced User Experience
Rather than interrupting the user journey, interactive ads are designed to feel like part of it. By blending entertainment and utility, they reduce ad fatigue and create a more positive brand perception. In a crowded digital marketing environment, this makes audiences more receptive to future campaigns.

Best Practices for Best Performance

• Keep interactions simple.
  Users should understand how to engage with the ad instantly. Overly complex mechanics can frustrate them and hurt performance.

• Design for mobile first.
  Most interactive formats—especially playable ads and swipe gestures—are experienced on smartphones. Optimize for small screens and touch controls.

• Align with campaign goals.
  Every interaction should serve a clear purpose: driving installs, collecting data, or increasing brand awareness. Avoid adding interactivity just for the sake of novelty.
  
• Focus on user experience.
  Interactive ads should feel like part of the journey, not a disruption. Smooth loading times and intuitive design are critical for keeping engagement high.
  
• Measure the right metrics.
  Go beyond clicks. Track dwell time, completion rates, choices users make, and post-ad actions to get a full picture of performance.

FAQ

Are interactive ads only for mobile games?
No. While playable ads are common in gaming, interactive formats are used across industries—from retail AR try-ons to social media polls and immersive video ads.

Do interactive ads cost more to produce?
Usually, yes. They require more design and technical resources than static ads. But the higher engagement and conversion rates often justify the investment.

What platforms support interactive ads?
They run across app environments, social media platforms, and programmatic display networks. Mobile-first channels are where they perform best.

How do interactive ads improve targeting?
By tracking how users interact—such as answers to quizzes or time spent with a playable—advertisers gather behavioral data that helps refine future targeting.

Can interactive ads annoy users?
Yes, if they’re overcomplicated or intrusive. The key is making interactions optional, seamless, and rewarding so they feel like an enhancement, not a disruption.