Attention spans are shorter than ever. If you’ve made it this far without clicking away… congrats! You’re beating the 8-second goldfish stat marketers love quoting. But as advertisers, we can’t rely on miracles to hold an audience’s gaze—we need to earn it. Enter: interactive ads.

Interactive ads tap into our inherent desire to participate. Whether it’s swiping, voting, or gamifying the experience, interactivity transforms a passive scroll into an active engagement. A recent report from eMarketer found that interactive ads can boost click-through rates by up to 300%. That’s not just good; that’s click-heaven.

Examples that click (pun intended) include gamified ads, swipe to choose and augmented reality.

For gamified ads, think playable previews of mobile games or quizzes like “What type of coffee are you?” (Spoiler: I’m a caramel macchiato.) Brands like Starbucks have nailed this by incorporating games into their loyalty programs.

You can love it or hate it but swipe to choose is here to stay. Tinder succeeded in making swiping an irresistible gesture. Brands are borrowing this UX magic for campaigns like “Swipe to see the before-and-after transformation.”

When thinking of augmented reality, look no further than how Snapchat filters and virtual try-ons have revolutionised how we shop. A lipstick brand letting users “try” shades before buying? Genius.

The key to using interactive ads is keeping it simple. Not every interactive ad needs to be a Hollywood-level production. A fun poll or “Tap to reveal” ad can go a long way. Second, make it mobile-friendly. Most engagement happens on phones, so design with thumbs in mind. Finally, prioritise value—your interactivity should entertain, educate, or offer something useful. If it’s just a gimmick, people will swipe left.

Interactive ads are the antidote to mindless scrolling. They spark curiosity, encourage action, and, most importantly, build memorable experiences. So go ahead—make them tap, swipe, and play their way into loving your brand.