Interactive content can open up new digital advertising opportunities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 25, 2019, 12:52 PM UTC

But advertisers must prepare early for them.

This article states that while a choose-your-own format in content better suits a viewer’s preferences, it also opens up the opportunity for brands to show more relevant ads to consumers. The piece names Hulu’s Ad Selector as an example where consumers can select the type of ads or advertisers they would prefer to see.

A choose-your-own format could also allow marketers to gather audience data organically as opposed to tracking users around the web. This format also reveals more natural breaks for ad insertions.

To make ad delivery more relevant, these natural breaks could be aligned with the viewers making narrative choices in a storyline. The author notes that advertisers must prepare early on for advertising in a choose-your-own world.     

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[5 minute read]