Consumers are bombarded with millions of advertisements. It is very easy to not pay attention to those advertisements. With boring advertisements, users can skip it right after the skip button pops up, leaving the advertiser with only 6 seconds to grab attention. On televisions, people are able to record shows without advertisements, leaving no medium of interaction with the product.
Interactive videos, when delivered to targeted audiences, have shows to be more effective than traditional advertisements. Such videos tend to have more than 90% view completion rate. If advertisements are made keeping the same format as television and online, it will have ineffective as it does not give the user any chance to interact with the advertisement.
However, effective interactive videos focus on the rich content and not only to increase brand awareness. The result of this rich content, when targeted to specific audiences, increases interaction and goes just beyond brand awareness. Customers tend to go further and like other social media platforms for the product, such as Facebook, Twitter etc.
I believe, the habits of users have changed. The users are looking for concise, relevant and interactive advertisements. Use of interactive video, which is not as widely used as any other form of advertisement, can make a significant different in driving traffic for the product. Hence, make the products online presence effective.
Source: http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=99168&PageNum=1