An investigation of interactive ad formats on consumer engagement: A study of a mobile gaming company in Kaduna
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Background of the study:
Interactive ad formats, which include gamified ads, clickable videos, and immersive banners, are transforming the landscape of digital advertising by actively involving consumers in the ad experience. A mobile gaming company in Kaduna has adopted these interactive ad formats to increase engagement, improve brand recall, and drive downloads. These ads allow users to interact with content in real time, providing a dynamic experience that traditional static ads cannot offer (Oluwaseun, 2023). The study investigates how interactive ad formats influence consumer engagement metrics, such as click-through rates, dwell time, and conversion rates. It further examines the role of interactive elements in creating memorable experiences that motivate users to explore the gaming platform. Despite their potential, challenges such as technical issues, over-stimulation, and inconsistent performance across devices may limit their effectiveness. Through data analytics and consumer feedback, the research aims to identify best practices for deploying interactive ad formats to maximize engagement and optimize marketing outcomes for the mobile gaming industry (Chinwe, 2024).
Statement of the problem:
The mobile gaming company in Kaduna experiences challenges in achieving consistently high engagement with interactive ad formats. Technical glitches, device compatibility issues, and user fatigue with overly complex ad interactions have led to suboptimal engagement and conversion rates (Adebayo, 2023). These issues highlight the need for a systematic evaluation of interactive ad strategies to identify effective elements and address barriers to consumer interaction, thereby improving overall campaign performance (Ireti, 2024).
Objectives of the study:
To assess the impact of interactive ad formats on consumer engagement.
To identify technical and creative challenges in deploying interactive ads.
To recommend strategies for optimizing interactive ad performance.
Research questions:
How do interactive ad formats affect consumer engagement?
What technical challenges impede the effectiveness of interactive ads?
What strategies can enhance consumer interaction with interactive ad formats?
Significance of the study:
This study is significant as it provides insights into how interactive ad formats can enhance consumer engagement for mobile gaming companies. The findings will help refine ad strategies to improve user experience and drive higher conversion rates (Oluwaseun, 2023).
Scope and limitations of the study:
The study is limited to evaluating interactive ad formats for a mobile gaming company in Kaduna, Nigeria, and does not consider non-interactive advertising formats.
Definitions of terms:
Interactive Ad Formats: Dynamic advertisements that require user interaction.
Consumer Engagement: The level of active participation by users in response to ad content.
Mobile Gaming Company: A business that develops and markets mobile games.
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