In our last Big Village Pulse release, we discovered that even though interactive advertisements are relatively new, 49% of consumers have seen/experienced an interactive advertisement. We decided to take a deeper dive into interactive ads to find out what types of interactive ads consumers engaged with, and how the numbers change by generation as well as household composition.
Take a look below to find out more!
Interactive Ad Types
Among various interactive ad types, ads that prompt consumers to complete a quick survey had the highest engagement/interaction.
“I think interactive ads would be great if they had a multiple choice answer option to determine products that suit your likes and personality” – Millennial
Interactive Ad Use by Generation
Gen Z is most likely to engage with interactive ads, whereas Baby Boomers are least likely to engage with interactive ads.
“I find this kind of ad annoying, since I’m not usually interested but I have to interact with it to proceed with watching my show.” – Baby Boomer
Interactive Ad Use from Children
Households with children under the age of 18 engage more with interactive ads than households without children under the age of 18.
“I would want it to be something fun, maybe in the form of a game or something to make it seem like it’s a cool activity to interact with it. Just scrolling through something or clicking here and there wouldn’t appeal to me. I’d be more likely to just skip over anything like that.” – Millennial
This Online CARAVAN® omnibus survey was conducted on July 7-9, 2021. Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative. Written by the CARAVAN team at Big Village Insights. Learn more about our Online CARAVAN® omnibus surveys here. Contact us at caravaninfo@big-village.com for more information.
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