VK introduces interactive advertising with virtual gifts
The social network VKontakte launched advertisements in a new format. This is an advertisement with game mechanics, the ultimate goal of which is to transfer a user to a community page or another site, subscribe or communicate with the advertiser’s bot.
Interactive advertising is currently only visible in VKontakte mobile applications. Each commercial in this format is unique – it is created with the participation of the VK team.
The first interactive advertisement was created for the Delivery Club: according to the plot of the game, the courier overcomes obstacles in order to deliver food as quickly as possible. Those who complete the task will receive a set of Delivery Club stickers and a discount on food delivery services.
They click on such ads 3 times more often. On average, users spend 97 seconds in a gadget – many times longer than when interacting with video ads and ten times more than when viewing text publications with photos.