Ringier Advertising relies on interactive videos
Ringier Advertising is using a new interactive video format from Vimeo in Switzerland, setting new performance standards in the process. An interactive brand experience that delivers measurable added value.
With the integration of interactive videos in the Ringier Media Switzerland network, Ringier Advertising's Brand Studio is focusing on innovative storytelling that allows passive viewers to become active. With interactive videos, viewers decide for themselves what content they want to see. In addition to classic video chapters, interactive elements such as quizzes, live webcams or direct store links can also be integrated. This not only provides a new and varied user experience in Switzerland, but also significantly increases engagement.
For a campaign by the Melchsee-Frutt ski resort, Ringier Advertising's Brand Studio achieved an engagement rate of 73 percent with an interactive video, while the click-through rate on external links was 4.9 percent.
The evaluation of targeted interactions opens up new dimensions in measuring success. Instead of relying solely on call-up figures, it is now possible to precisely track how the audience interacts with the content. These detailed findings form a valuable basis for the further development of content strategies and thus increase effectiveness for advertising customers.
Daniel Marx, Head of Video at Ringier Advertising: "Interactive videos change the way we tell stories - viewers become co-creators. They immerse themselves in the content in a playful way. This increases engagement and ensures longer dwell times. Our advertising customers appreciate this format because it combines creative brand staging with clearly measurable added value."
