Like traditional retail or B2B advertising agencies, Republican voter contact firms like Arena are in the business of persuasion. But instead of consumers, our focus is on winning the hearts and minds of voters. We do this by creating engaging and well-targeted political mail and digital advertising.
And, as digital advertising has become an increasingly critical outreach method, a constant question we ask ourselves is “How can we increase the effectiveness of digital display advertising for our clients?”
One answer to that question adds a powerful new digital advertising option to your persuasion toolkit: interactive digital display ads.
What are Interactive Digital Display Ads?
Also known as rich media ads, interactive display ads offer advantages that standard display ads don’t. Enhanced capabilities include embedded video and animation, and of course, user interactivity.
Multiple content options reveal key messaging throughout viewer interaction.
Interactive display ads appear in the same places on a webpage as standard display ads and follow the same ad sizes.
The data shows that user interaction increases the power of persuasion, which can make all the difference for campaigns in a close race. Moreover, data also shows that Interactive ads generate higher click-through rates than static display ads.
Types of Interactive Display Ads
Interactive Display Ads can take many forms. Here are examples of six types of interactive display ads offered by Arena:
- embedded video
- surveys & petitions
- information hover
- user-controlled rotating carousels
- scratch and reveal
- countdowns
Embedded Video Ads
This format combines the advantages of a standard static digital display ad with video content, eliminating the typical limitations of pre-roll-only placements.
Embedded video ads:
- Potentially reduce cost by presenting both written and video messages simultaneously, rather than running separate display and video ads.
- Increase video views by removing the extra step of clicking a play button in standard display ads.
Surveys & Petitions
Interactive surveys and petitions allow viewers to engage directly through buttons, checklists, or drop-down menus. This interactive ad can:
- Build retargeting pools from participating viewers for future campaigns.
- Track clicks for each response option.
- Direct users to unique landing pages based on their selections.
Information Hover Ad
Users are accustomed to hovering or mousing over web elements. In interactive digital ads, this familiar behavior can:
- Reveal supplemental legal or disclosure information upon.
- Present campaign disclosures discreetly in secondary frames (where permitted).
Carousel Ad with Video
Carousel formats are widely recognized by users, especially those on social media. This digital interactive ad:
- Reduces the steps between message exposure and user action, as viewers can browse multiple options directly within the ad.
- Allows each carousel option to link directly to unique pages, increasing the likelihood of conversion.
In the example below, the user encounters a donation prompt alongside multiple contribution options.
Scratch to Reveal Ad
This interactive format gamifies ad engagement by enabling users to virtually scratch a designated area, revealing an underlying image or message. Note that:
- Mobile interaction occurs via touch.
- Desktop interaction occurs via cursor hover.
Countdown Ad
This interactive ad introduces urgency to the user experience through:
- An on-screen clock counting down to a fundraising or election deadline.
- An optional video background attracts attention and enhances the sense of immediacy.
Conclusion
Interactive digital display ads are a creative solution to attract additional notice, drive voter engagement, and stand out from the competition.
Why should Arena be on your voter contact team?
Arena is committed to being the premier conservative political ad agency. Exploring innovative or underutilized opportunities is second nature to us.
Our creative and data teams spend countless hours testing digital products, always striving to achieve optimal performance and results for our clients. Additionally, our in-house media experts excel at precise targeting and effective optimization.
If enhancing the effectiveness of your digital advertising is something you’d like to explore, contact Arena today. We’re ready to help integrate cost-effective interactive display ads into your campaign’s media mix.
