Low-interactivity ads conveniently engage & capture attention
Implications - A full-fledged interactive campaign can sometimes be a double-edged sword for marketers. On one hand, it offers superior consumer engagement; on the other, it takes the consumer more time and effort -- for example, the consumer has to visit the brand's microsite or play a game via his iPhone. One way to enhance engagement without "inconveniencing" the consumer is participatory advertising -- ads that ask consumers to participate in a simple way, such as touching their TV screens, searching for a word or simply plugging in their earphones. These ads are simple, yet still clever and engaging, offering the benefits of interactive advertising without requiring a high level of commitment from an already busy consumer.