CHICAGO – Adding layers of interactivity to tablet-based ads increases engagement, says Beth Doyle, VP of Innovations at Publicis Groupe’s Vivaki, in this interview with Beet.TV. VivaKi recently completed a study with 26 advertisers and publishers delving into best practices for tablet ads and concluded that adding interactive elements to various ad formats can boost effectiveness.
“Rich media makes a big difference in behavior and attitudinal results,” Doyle tells us. In addition, VivaKi found that the ad format needs to match the content, meaning interactive polling for instance ups the video ante, while full-page rich media banners perform better than standard ones.
The challenge in adding more interactivity to tablet marketing is that standards and scale aren’t yet in place, so customization is often necessary. Vivaki has also worked with AOL to study the best performing online ad models to determine how effective different types of interactivity are in online ads.
We interview interviewed her at VivaKi headquarters in Chicago following our leadership summit on online video advertising.