It’s not the usual static banner—it’s something more playful and engaging. Maybe it’s a quick quiz, a spinning wheel, or a mini puzzle. Without even realizing it, you’re clicking, interacting, and actually considering the product on display. That’s the power of interactive ads in action.
Today’s digital users aren’t satisfied with being passive viewers. They expect innovation not just in the products themselves but also in the way they’re marketed. As a result, interactive ads are becoming the go-to format for brands looking to build stronger connections. These ads promote active participation, making it easier to engage users and drive conversions.
If you’re hoping to give your audience a fresh, engaging advertising experience while improving campaign performance and conversions, then interactive ads might just be your answer.
What Are Interactive Ads?
Interactive ads are a form of digital advertising that invites users to actively participate in the ad experience. Unlike traditional static banners or auto-play videos, these ads include engaging elements such as:
- Quizzes
- Polls
- Swipeable cards
- Games or puzzles
- Augmented reality experiences
- Clickable or draggable components
Instead of simply watching or scrolling past, users get involved—whether it’s spinning a virtual wheel to win a discount or answering a short survey to unlock a promo. This kind of involvement increases time spent on the ad, deepens emotional engagement, and often improves conversion rates.
Interactive advertising turns passive viewers into engaged participants, and that’s exactly why it’s reshaping the digital marketing landscape.
Let’s dive into this blog and uncover how interactive advertising can help you reach your marketing goals.
Interactive Ads: A Form of Advertising That Creates Real Connections
Unlike traditional formats, interactive ads in Google Ads let your audience actively engage with your content. Rather than being passive viewers, users become participants—clicking, swiping, voting, or playing—building a deeper connection with your brand and often turning into loyal customers. These ad formats include clickable graphics, animations, quizzes, polls, and games, designed to encourage interaction. In a digital world where static banner ads are often ignored, Google Ads’ interactive options give brands a powerful edge by capturing attention instantly and standing out in a crowded marketplace.
Pros and Cons of Interactive Advertising
Before jumping into an interactive ad campaign, it’s crucial to weigh both the advantages and drawbacks. This balanced view can help you decide whether this advertising method aligns with your goals.
Advantages of Interactive Ads
Enhanced Audience Engagement
One of the strongest benefits of interactive ads is their ability to hold user attention. By allowing users to click, swipe, or play, these ads offer a more personalized experience. Instead of being passive observers, users become active participants.
This interaction increases time spent with the brand and often encourages users to take the next step—like visiting a website or making a purchase. For example, an engaging puzzle or trivia quiz in an ad can generate excitement, which often leads to deeper brand interest.
Creates a Positive Viewing Experience
Unlike annoying or disruptive pop-up ads, interactive formats are enjoyable. Because users choose to interact, they feel in control rather than being forced to consume the content. This voluntary interaction creates a positive emotional response toward the brand.
As a result, brands benefit from higher click-through rates and improved conversion rates—all because the users genuinely enjoy the ad experience.
Boosts Brand Recall
When someone actively engages with your ad, the experience leaves a lasting impression. Whether it’s spinning a prize wheel or answering a poll, the interactive element makes the brand more memorable.
In contrast to traditional ads, which are easily forgotten, interactive ads build deeper emotional connections. When it comes time to make a purchase, users are more likely to remember the brand they had fun interacting with.
Valuable Data Insights
Interactive advertising isn’t just about entertainment—it’s also a smart tool for gathering insights. Through quizzes, forms, and other elements, you can collect useful information like user preferences, behaviors, and demographic details.
With this data, marketers can build highly targeted campaigns that align with user interests. In other words, interactive ads help you better understand your audience while promoting your product.
Drawbacks of Interactive Ads
Higher Production Costs
While interactive ads are effective, they often require more investment. Compared to simple banner ads, they need complex design, animation, and even programming expertise. This raises the cost significantly.
Additionally, running such ads on high-traffic platforms often comes with a premium price tag. For smaller businesses, this can become a major challenge, especially if the ad doesn’t generate the desired ROI.
Resistance From Certain Users
It’s important to remember that not every consumer appreciates interactivity. Some may find these ads intrusive, especially if they interrupt the browsing experience. Others might worry about privacy, assuming their data is being tracked.
When users feel annoyed or uncomfortable, they may avoid interacting altogether, wasting your investment and limiting campaign success.
Technical Issues Can Harm UX
Interactive ads depend on technology, and that brings its own risks. If users have slow internet or outdated devices, the interactive features may not load properly. Glitches, delays, or errors can instantly ruin the experience.
And unfortunately, a broken ad doesn’t just frustrate users—it can also damage your brand’s credibility. In a world where online reputation matters, technical flaws in an ad can quickly turn potential customers away.
Outstanding Interactive Ad Examples from Top Brands
Learning by example often offers the clearest path forward. Let’s explore how major brands have successfully implemented interactive advertising—and how you can do the same.
Coca-Cola Zero: The Drinkable Billboard
Everyone loves a freebie, and Coca-Cola capitalized on this universal truth. Their “Drinkable Billboard” campaign encouraged users to actually taste Coke Zero through a creative multi-platform experience.
The campaign included touchpoints across billboards, TV, print, and events—each offering a fun, interactive method for users to engage and sample the product. The real-world interaction created buzz and helped boost product trials.
This campaign proves that when brands combine creativity with interactivity, they not only attract attention but also drive real results.
Burger King: The Menu Court
Next, take a page from Burger King’s book. Their “Menu Court” campaign used gamification to boost user interaction. Players were challenged to take shots in a virtual basketball game, and with every successful shot, they earned a free item from Burger King.
To take it further, users could personalize the game by editing the menu board—an option that made the experience feel even more tailored.
Through this campaign, Burger King demonstrated that rewarding interaction can dramatically improve CTRs and brand loyalty.
The New York Times: Crossword Puzzle Challenge
The New York Times turned its signature crossword into an engaging ad campaign. They invited viewers to solve puzzles as a way to test their intellect, appealing especially to millennials and puzzle enthusiasts.
Although the concept wasn’t new, it proved how mental engagement can work wonders. Users stayed longer, tried harder, and returned more often, reducing bounce rates and deepening brand involvement.
Interactive Ads vs. Banner Ads: A Direct Comparison
Choosing between interactive and banner ads can be tricky. Both formats serve unique purposes, and selecting the right one depends on your campaign goals.
Here’s a breakdown to help you decide:
| Aspect | Interactive Ads | Banner Ads |
| User Engagement | Encourages active participation through clicks or games | Delivers clear visuals quickly but remains passive |
| Performance | Often results in better conversions | Helps build steady visibility and web traffic |
| Creativity | Uses elements like quizzes, animations, or games | Relies on static or lightly animated content |
| Best For | Brands seeking deep user interaction | Businesses wanting broader, budget-friendly reach |
| Cost | Generally, more expensive due to design complexity | Affordable and quicker to create |
Final Thoughts
To sum up, interactive advertising is more than just a digital trend—it’s a powerful tool that can elevate your marketing performance. Throughout this blog, we’ve explored what interactive ads are, how they function, and why they matter.
We’ve also balanced the benefits against the drawbacks to give you a complete picture. Plus, real-world examples from Coca-Cola, Burger King, and The New York Times show just how impactful this ad format can be.
Now, the decision lies with you: will you continue with traditional formats, or embrace the interactive revolution to boost engagement and conversions?
Your audience is waiting—make your move count.
FAQ’s
Are interactive ads really more effective than traditional banner ads?
Yes, in many cases, they are. Interactive ads often result in higher engagement and click-through rates because they involve the user in the experience. Instead of just seeing a message, users are doing something—whether it’s playing a game or answering a poll. This kind of interaction builds memory and connection, which can ultimately lead to more conversions.
Do I need a big budget to run interactive ads?
Not necessarily—but it helps. While interactive ads typically require more creative effort and technical development than static banners, small businesses can still get creative with low-budget options like quizzes, polls, or simple gamified content. Platforms like 7Search PPC can help scale your campaign to your budget.
What industries benefit most from interactive advertising?
Almost every industry can benefit, but interactive ads shine in industries where engagement and emotional connection are key—like retail, entertainment, education, and food & beverage. If your product has a visual, fun, or customizable component, interactive formats are an excellent fit.
What if my audience doesn’t like clicking or playing games in ads?
That’s a valid concern—not everyone likes to interact. The key is to know your audience. Interactive ads should be relevant and add value. Simple formats like polls or sliders can appeal even to those who don’t enjoy full-on games. It’s also important to test different formats and monitor what works best with your audience.
How can I measure the success of my interactive ad campaign?
Success can be measured through multiple metrics: click-through rate (CTR), time spent on the ad, interaction completion rate (like finishing a quiz), and of course, conversions. You can also analyze the data collected from the interaction itself, which gives valuable insights into user preferences and behavior for future campaigns.