WSJ recently reported that Disney sold its Ad-Tech firm 'TrueX'. An interesting move, TrueX develops video advertisement technology which allows users to interact with the ad before viewing content behind the ad-wall. Considered a 'non-core' asset, Disney decided to part with the technology.
The technology itself is very interesting for Digital Marketing, interacting with advertisements boosts engagement, which likely increases sales. There is a double-edged sword to the product concept, which promises to reduce the number or length of ads before accessing the true content. Research must exist to suggest that engagement with advertisements provides significantly higher conversion. Hulu and Lego once created an ad where the viewer got to choose how it ended. Talk about engaging!
I have certainly noticed an increase in mobile ads which allow you to interact with the platform/app they want you to download. Do you have any examples of good digital interactive ads you have noticed?
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