The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads

Exploring shoppable mobile video ads and how consumers in the US interacted with them, focusing on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best.
  • Shoppable Ads with CTAs Get Attention – users notice interactive calls to action and process the information, giving more thought and attention to mobile shoppable ads with CTAs.
  • Interaction with Shoppable Ads Raises Attention and Improves Ad Impact – consumers pay attention while interacting and afterwards give higher brand ratings.
  • ‘Learn More’ CTA Works Best – consumers want to learn more from an interactive ad without leaving the page, ‘Learn More’ ads got the most eye-tracking fixation on the CTA and got the best biometric attention....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands