Capturing consumers' attention has become very difficult today — in what way does technology become an ally for digital advertising?
Advertisers now have new opportunities to deliver immersive experiences to their target audiences, ensuring they reach and exceed benchmarks through outstanding solutions adapted to user preferences.
Technology can help advertisers develop higher-quality digital advertising, contributing to increased view rates and purchase intent, along with the efficiency of investment, thanks to new technological tools designed for this purpose.
Among these new technological tools is pre-testing of advertising campaigns, which uses facial coding technology to monitor facial expressions through the device's camera — making it possible to understand how users will react to different ads before the campaign goes live. This digital advertising tool combines strategy, design, and technological engineering to build the future of digital creative narratives.
What role does creativity play in an era where formats are no longer what they were a decade ago?
Creativity plays the leading role in advertising campaigns, since these new digital advertising formats — including video — require pieces that adapt to new digital environments and are 100% mobile-friendly.
The challenge of making advertisements that are increasingly attractive to brand audiences lies in combining innovation, creativity, and technology. Time spent on mobile devices continues to grow exponentially. Yet most of the ads shown are still recycled from TV, which loses ground in terms of advertising investment.
The rise of mobile devices and artificial intelligence has made advertising more important than ever, thanks to user-interest-based proposals and interactive ways of connecting with brands. This would be good news if it weren't for the fact that we're still thinking like we did 10 years ago.
At Interaction, we propose changing this paradigm and we bet on innovation and machine learning. The combination of both allows us to redefine creative pieces for brands based on user preferences and interests through technological automation, adapting to the new digital environments of today.
How can we innovate in this digital era?
Interaction leads the way in innovation across different advertising formats, including video, and we haven't stopped looking for ways to empower brands to attract consumers with stunning, impactful, and highly dynamic ads in premium environments.
Mobile is the engine that has driven the change we're living through, because it has rewritten the rules of digital advertising. 94% of mobile phone users hold their devices vertically when capturing content. This increase in mobile use gives us the chance to create creative pieces aligned with user preferences.
How do you see advertising today and where do you think it's going?
New ways of approaching interactive digital advertising for brands and user enjoyment are emerging every day. Virtual reality is undoubtedly winning us over little by little. It's been more than a century since the first moving images, and today more than 10% of consumers worldwide are already using virtual reality devices, while more than 25% say they would buy one in the coming months.
The challenge for brands is to create interactive experiences that allow people to connect virtually with the brand and with each other. To do that, partnering with an advertising agency that helps generate that impact is important.
At Interaction, we believe video advertising should adapt to the new vertical format and to the creative revolution driven by new storytelling forms — where what matters is showing the first few seconds of each piece and the emotion they generate. Consumers don't want TV ads recycled onto their mobile devices, and they don't want extremely intrusive advertising either. This is how brands can truly connect with their target audiences.
At Interaction, we offer something different, delivering a positive benefit and a unique experience for the audience and the brands we work with.
Agencia Interaction | Publicidad Digital | Agencia de Publicidad | interaction.cr
We are the most complete digital advertising agency in Central America. We offer Digital Advertising Services. Leading-edge trends. Business growth. We are your 360 agency that delivers great results. We offer digital advertising agency services: Video Marketing, Social Media, Paid Media, Design, Web Development and App Development, SEO/Inbound Marketing.
