By Rachel Heinzinger
“Interactive” is making waves in the world of advertising. The new Honda Civic Type R “Other Side” ad was released a couple weeks ago with a new way of having the consumer be active in the commercial. The advertisement is best viewed from a tablet or computer because it is interactive.
The way this commercial works is it is similar to having two commercials in one. When starting to watch the commercial it is just an ordinary father driving his children around. However, when pressing the “r” key on the keyboard, the commercial changes to a night scene with a get-away driver. Both views are the same man, but a different story.
The definition of an interactive advertisement is any type of ad that permits a two-way flow between an electronic device and the user. It is also an interactive form of communication. Not all interactive advertisements involve pressing a key on a keyboard, however. Ford has a commercial that uses QR codes to show different features of the Explorer.
According to the Journal of Interactive Advertising, interactive advertising has assets that increase the variety of possible objectives and advance advertising success. The Journal of Interactive Advertising is a website that has the primary focus of communication through advertising and marketing in an interactive field.
There are many other advertisements that are interactive, but they are actually interactive in person (instead of online). These advertisements get the consumers attention and help sell the product. Coca-Cola has been doing interactive soda vending machines for a couple years that are nothing but successful.
“Drink machines sure have come a long way over the years. Not to be outdone by their innovative counterparts at the soda fountain, modern vending units use cutting-edge technology and outside-the-box creativity to dispense more than drinks – entertaining, engaging and refreshing consumers with every transaction,” Jay Moye wrote for Coca-Cola in his article “Dispensing Happiness: 12 Innovative Coca-Cola Vending Machines in Action.
Interactive advertisements are changing the way people perceive advertisements. The ad-world is making bold shifts into a new form of grabbing the target audience. The future of advertising is made stronger with new techniques such as digital and in-person interactive ads.