Celtra calls itself a creative automation platform. The service offers users the ability to create dynamic ads, including Rich Media.

In the service’s gallery, there is an interesting example of gamification for Jagermeister — the project invited the audience to choose their favorite flavor and find out which drinks would suit that choice.

AppLovin offers developers the opportunity to monetize their apps while simultaneously providing ad placement for advertisers. In addition to traditional banners and videos, they offer Rich Media, native ads, and Playable ads (creatives that can be “played”). Here’s an example from the platform’s website

Somplo is a specialized platform for creating interactive advertising. It offers innovative tools for creating dynamic banners, videos, and other interactive ad formats, including:

• Lead forms,
• Blur sliders,
• Carousels,
• Countdown timers,
• 360° views.

With Somplo, you can not only launch ads but also create the creatives directly. 

Eskimi is a programmatic advertising platform that claims an audience of over 1.5 billion profiled users worldwide. The service offers vibrant creative formats and regularly updates its assortment.For example, consider a mini-game where after completing a Mario game, a full-screen announcement for The Super Mario Bros. movie appears. Or a game where you catch care products in a basket, and once you catch them all, the creative invites you to visit the advertiser’s website.

The DV360 platform also offers solutions that allow viewers to interact with ads before navigating to the landing page. These include:

• 3D Swirl — a banner with an interactive 3D model of the product that can be “spun” directly in the ad placement.
• Parallax — a multi-layer banner that changes depending on how the user scrolls the page.
• Panorama — a gallery of three parts that can be scrolled horizontally.
• Cuecard — another gallery of three parts that users scroll vertically.
• Native Video and Native Display — ads designed to visually match other content at the placement site.

Examples of these and other Rich Media formats can be viewed in Google’s gallery. 

This is not an exhaustive list of services that enable brands to effectively engage and retain their audience’s attention through interactive ad formats, which are an essential part of modern digital marketing.

Interactive ads have their own pros and cons. Let’s explore the advantages in detail.

1. User Engagement. Interactive ads stimulate active interaction with users. Instead of passively viewing, as with traditional banners or video ads, users engage with the ad, significantly increasing their interest and attention.
2. Emotional Connection. Interactive ads can create a strong emotional connection with the audience. They offer users a unique experience that evokes positive emotions, helping with brand recall and loyalty formation.
3. Creative Possibilities. Interactive ads provide ample space for creativity. Brands can experiment with different formats, including games, quizzes, surveys, and animations, to create unique and memorable campaigns.
4. Increased Conversion. Due to their interactivity and user engagement, such ads often lead to higher conversion rates. They encourage users to take action, which can include subscribing, purchasing, or other interactions with the brand.

The main drawback of interactive ads as a format lies in the complexity of creative development. For those working only with video and banners, creating the first advertising mini-game can be a challenging task. However, nowadays, you don’t need to hire a programmer separately; platforms are evolving, and their interfaces are surprisingly user-friendly.

The remaining potential drawbacks depend on the specific system you choose for your creatives. For example, DV360 has extensive capabilities for campaign setup and optimization but lags behind other platforms in the number of interactive formats. At the same time, niche services with interesting formats may fall short of the tools familiar to digital marketers in terms of available reach.

Overall, interactive ads have great potential to enhance the effectiveness of digital marketing. However, their use should be carefully planned, taking into account both the advantages and potential challenges.