By integrating interactive videos into the Ringier Medien Schweiz network, Ringier Advertising’s Brand Studio is leveraging innovative storytelling that turns passive viewers into active participants. With interactive videos, the audience decides which content they want to see. In addition to traditional video chapters, interactive elements such as quizzes, live webcams, or direct shop links can be incorporated. This not only creates a varied and novel user experience in Switzerland but also significantly increases engagement.
In a campaign for the Melchsee-Frutt ski resort, Ringier Advertising’s Brand Studio achieved an engagement rate of 73 percent with an interactive video. The click-through rate to external links was 4.9 percent.
Analyzing targeted interactions opens up new dimensions in performance measurement. Instead of relying solely on view counts, it’s now possible to precisely track how audiences interact with the content. These detailed insights provide a valuable foundation for the further development of content strategies and thereby increase the effectiveness for advertisers.
Daniel Marx, Head of Video at Ringier Advertising, explains: «Interactive videos are changing the way we tell stories – viewers become co-creators. They engage with the content in a playful way, which boosts engagement and increases time spent. Our advertising clients value this format because it combines creative brand storytelling with clearly measurable benefits.»
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About Ringier Advertising
Ringier Advertising is the commercialization unit of Ringier Media Switzerland and other external publications and portals. The portfolio includes broad-reach media brands such as Blick and blue News, special interest offerings such as Schweizer LandLiebe and renowned business publications such as Bilanz. Ringier Advertising stands for high-quality environments, innovative technologies and individual consulting. The Brand Studio provides creative approaches and supports advertisers in the creation of their campaigns.