In an era where attention spans are shorter than ever, advertisers face the uphill battle of capturing and harnessing attention while fostering genuine connections with consumers. Bombarded by countless ads daily, audiences have grown desensitized to traditional approaches. For instance, while the QR code has become near ubiquitous in CTV advertising, they create a clunky, additional step that risks losing attention. This friction presents an opportunity for brands to evolve, embedding seamless interaction directly into the viewing experience.

Enter interactive video within the mobile environment: a strategy that turns passive viewers into active participants. Interactive video goes beyond conventional formats by incorporating features like product browsing, virtual try-ons, and game-like experiences. These elements transform ads from a one-way message into an immersive journey, allowing consumers to explore, personalize, and engage with brands in real-time. Not only does this approach drive deeper engagement, but it also improves brand choice across industries.

Empowering Engagement Across Categories 

Mobile’s interactive video harnesses consumer attention and brand choice by delivering tailored engagement for every use case. Whether it’s a virtual showroom for retail, a mix-and-match feature for fashion, or gamified ads for entertainment, these experiences deliver the specific interaction each category needs. Instead of relying on external links or QR codes, interactive videos create a self-contained journey where consumers can explore, personalize, and decide, all without leaving the ad.

Interactive ads, for example, typically fall into three main categories, each with unique benefits:

1. Browse Interactivity:

These ads enable consumers to explore product features or offerings through galleries or hotspots. Particularly effective in retail or in industries with diverse product ranges like technology and entertainment, browse interactivity empowers users to seek out information most relevant to them and “window shop” virtually. This personalized approach creates an engaging, user-driven experience.

2. Sample Interactivity:

Mimicking in-store interactions, sample interactivity lets users customize products or visualize options. This format is particularly impactful for products where personal taste plays a significant role, such as choosing a car color or selecting food items. Allowing consumers to test or personalize products fosters a sense of ownership and builds confidence in purchase decisions.

3. Play Interactivity:

Gamified ads integrate brand messaging into fun, adrenaline-inducing experiences. These ads excel at creating emotional connections, creating an invaluable advantage when brands have limited time to reach consumers. Play interactivity is particularly effective in industries like entertainment and retail, where immersive experiences have more memorable impacts in typically fast and crowded markets.

Marketing Technology News: MarTech Interview with Patrick Danial, CTO and Co-Founder @ Terakeet

Turning Attention into Conversion with Seamless Interactivity 

As video ads become shorter to accommodate dwindling attention spans, optional post-video interactive experiences become critical. A 15-second video might grab attention, but it’s the seamless transition to interactive elements that drives deeper engagement and conversion. The benefits of interactivity go beyond brand choice; they extend to emotional engagement, memory retention, and consumer loyalty.

Game-like ads, for instance, leverage the excitement of play to leave a lasting impression, while browse interactivity lets consumers explore products at their own pace, mimicking in-person shopping. For brands with extensive product lines, this empowers buyers to make informed, confident decisions.

Personalization is another key driver of success. Sample interactivity, such as allowing users to change the color of a product or customize features, empowers consumers to visualize products that align with their tastes and preferences. This tailored approach not only enhances the consumer experience but also significantly improves purchase intent.

Meeting the Demands of Today’s Consumers

Consumers increasingly seek ads that respect their time and offer value, a demand interactive formats address through memorable, seamless experiences. These ads are particularly effective in mobile environments, where users are already primed for active engagement. Unlike traditional disruptive tactics like interrupting stories on CTV or requiring QR codes, interactive mobile ads create a natural, flowing experience, enabling brands to connect with consumers authentically.

Interactive elements also align with broader shifts in digital advertising. As privacy regulations and ad-blocking technologies limit the effectiveness of traditional ads, interactivity provides a solution rooted in voluntary, meaningful engagement. For example, instead of relying on pop-ups or cookie-based targeting, a fashion brand could use an interactive ad that allows users to mix and match outfits in a virtual dressing room. This approach respects consumer privacy while offering value and entertainment, creating an experience users choose to engage with on their terms.

The Future of Advertising is Interactive

As consumers demand more personalized and engaging experiences, interactivity in advertising is no longer optional, it’s essential. By fostering voluntary, meaningful engagement, interactive ads provide a path forward in a landscape shaped by ad fatigue and privacy concerns. Whether it’s a gamified experience that sparks joy, a product customization tool that builds confidence, or a virtual showroom that empowers discovery, interactivity transforms ads into valuable experiences that resonate with consumers. For advertisers, the message is clear: those who embrace interactivity are not just capturing attention but building connections that drive loyalty, trust, and long-term success.

Jarrod Dambro, Senior Director of Sales NA, Digital Turbine

Jarrod Dambro currently serves as the Senior Director of Sales NA at Digital Turbine. He has 15 years of experience in adtech, with over five years specifically in the mobile space. His background encompasses expertise in both the demand and supply sides, including supply path curation, audience targeting, upper and lower funnel activations, contextual targeting, and UA-based activations. Throughout his career, he has collaborated with renowned brands such as P&G, Progressive Insurance, Nationwide, Kellogg’s, and various QSRs and casual dining establishments, including Wendy’s, Olive Garden, and most recently, Cracker Barrel.

Marketing Technology News: The Future of Marketing Data Integration: Why Consolidating Data Sources is Critical for Effective Decision-Making in 2025 and Beyond