Gone are the days when ads could simply exist in the background. Today, audience engagement demands participation, not just presence. Eskimi creative platform represents the shift toward making ads more than just messages—they are now interactive experiences that audiences choose to engage with.

As digital spaces grow more crowded, passive impressions have lost their value. Audiences scroll past static images and skip pre-rolls with barely a glance. To hold attention in a meaningful way, advertisers must meet consumers where they are—mentally, emotionally, and digitally. This is where interactive ad formats make their mark.

Interactive formats—such as playable ads, tap-to-expand banners, gamified placements, and video quizzes—don’t just tell a story; they invite the user to become part of it. This level of interaction not only captures attention but sustains it, leading to significantly better recall and stronger brand connections. These formats can turn what would have been a forgettable ad moment into a memorable micro-experience.

Why does this matter for brands? Because engagement isn’t just a vanity metric anymore. It’s a critical signal of effectiveness. When users willingly interact with your ad, they’re more likely to remember your brand, share it, and ultimately, act on it. Interactive ads boast higher completion rates, increased time-on-ad, and improved brand perception compared to traditional formats.

Eskimi understands this shift and places interactivity at the center of its creative and media tech platform. With tools like the Rich Media Builder, brands can transform simple concepts into rich, dynamic experiences that reflect the tone, style, and objectives of their campaigns. Whether the goal is brand awareness, lead generation, or direct conversion, these interactive formats can be tailored for maximum impact.

For example, brands in the gaming, automotive, and FMCG sectors have already seen success through interactive campaigns. A global snack brand used a tap-to-play game to launch a new flavor, leading to longer engagement and a significant uplift in brand recall. In another case, a telecom company used an interactive video journey to help users choose the best plan, turning an ad into a personalized recommendation engine.

Publishers also benefit from interactivity. These formats increase user time spent on page, improve ad viewability, and lead to better monetization. For content platforms, embedding high-performing interactive ads into their ecosystem can enhance the overall user experience without being intrusive or disruptive.

In essence, interactivity changes the game. It transforms advertising from something users tolerate into something they anticipate. It builds relationships instead of pushing messages. And in today’s attention economy, that’s a rare and valuable advantage.

The next frontier in advertising isn’t more impressions—it’s better ones. Brands that lean into interactive formats will be the ones who not only capture attention but keep it.