BMW has launched an interactive ad for its X1 model that enables people watching on smart TVs to customise the viewing experience using their remote controls. An interactive banner beneath the 30-second spot reveals a customisable version of the X1. Viewers can scroll left or right with their remotes to see the car from different angles, as well as colour variations.
The ad was created in partnership with US digital agency BrightLine. As co-founder Robert Aksman told marketing blog Luxury Daily, the campaign is innovative "because it allows audiences to begin their showroom experience without getting off the couch".
The opportunities for interactive video advertising are increasing as more consumers adopt connected TVs and video consumption accelerates across all platforms. Seventy-four per cent of consumers say there is a connection between watching a video on social media and their purchasing decision-making process (Brightcove, 2016).
At this year's Unbound conference in London, interactive video firm Wirewax suggested the future of interactive video marketing would be "non-invasive hotspots", where viewers can pause the action to reveal extra information and additional content. A recent Wirewax shoppable video for Ted Baker resulted in $80,000 of sales in the first week of release.
Look out for our full report on the Unbound conference, coming soon.