New research from the IAB shows that when it comes to advertising on tablets, interactivity is key.
A quarter (25%) of respondents said they would be likely to click interactive ads compared to just 11% for static ads. Furthermore, 54% of respondents had a positive overall opinion of them compared to just 27% for static ads.
A majority of respondents (55%) also agreed that tablet ads can do things that other media can't.
So how can marketers take advantage of this opportunity?
Here we round up nine of the best interactive ads that have appeared on iPad.
White Collar
This is a fairly simple use of touch screen technology, but it is still a good example of how marketers can engage their audience by making ads more interactive.
Users have to solve a puzzle by dragging the icon across the screen to locate the answers to several clues.
It's not very complicated, but is certainly more engaging than a static ad.
VW
This ad ran in the iPad version of Auto Esporte magazine to highlight the Volkswagen Tiguan's Park Assist feature.
The user simply has to touch two targets on the screen and the car reverse parks by itself. A message then prompts the user to scroll through information about the vehicle.
Again it's not overly complicated, but is a good way of drawing the user's attention to the advertising message and getting them to engage with the content.
Visa
Visa's advert is one of the best on this list. Built in HTML5, it presents the user with a virtual wallet that they can look through and use to plan a holiday, buy theatre or cinema tickets, or reserve a hotel.
It says it is an invitation to "look at the perks and consider the possibilities" of the Visa Signature card. By linking out to other sites Visa adds extra interactivity to its ads beyond simply using an interesting graphic.
Toyota
This another fairly basic example but shows what can be achieved simply by using a slider to allow users to engage with an ad.
Using the slogan 'Filled with People', as you drag the slider across the screen a unfinished Toyota car moves through the factory floor and you see various mechanics climbing in to assemble the vehicle.
Audi A1
Audi's ad appeared in Wired's iPad app and begins by using graphics to highlight the car's main features.
The user then has to pinch several screens to reveal the advertising slogan before being allowed to rotate the car 360 degrees. It's a simple execution, but is far more memorable than a simple static ad.
Microsoft
Microsoft wanted to let people know that Windows Azure was designed to let creative developers create new code in the cloud, so it came up with this great interactive iPad ad.
By turning the iPad on its side readers could alter the coding to change the layout of the advert.
It's a brilliant way of keeping people engaged with your ad and raising awareness of a new product.
Audi R8
Another Audi ad that appeared in iPad magazines, it uses an interactive element to explain the benefits of Quattro traction.
If the reader rotates the iPad then all the calls-to-action fall to the bottom of the screen. It's a good way of bringing to life a fairly boring topic.
Hyatt
Hotel brand Hyatt used an iPad app to promote its loyalty system. It presented users with various cities they could visit if they collected more than 15,000 bonus points.
Users could take a 360 degree look at different locations then click icons to find out more information about the city and where the nearest Hyatt hotels are situated.
Once they had finished touring the images, a call-to-action linked users directly to the loyalty card sign-up page.
This is a great way of generating excitement around a product and capturing impulse sign-ups by making it easy for users to join the scheme.
Liberté
Liberté created an interactive game within an ad to promote its blueberry Greek yogurt. Users had to roll blueberries around the screen and collect them in a yogurt pot.
The average interaction time with the ad was 45 seconds, which you wouldn't be able to achieve with a standard static ad.
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