Last Friday, I read an interesting article on the website of German marketing magazine Absatzwirtschaft. The article contains results of a study by Comscore, Vibrant Media and Interactive Advertising Bureau (IAB) that shows interactive mobile ads are way more efficient than non-interactive advertising formats. Mobile ads which encourage you to scroll or swipe achieve twice as much interaction than banners without any interactive feature.
We at SPYKE can absolutely confirm that from a practical point of view. I mean, everyone knows that something interactive is always more interesting for people, consumers that live and breathe the era of smartphones and tablets. Since the smartphone penetration is rapidly growing, swiping, scrolling, up- and downsizing becomes more natural to us.
In addition, our clients encourage us to integrate interactive banners into their campaigns because they expect that these banners will help the users remember brand name and corporate claim.