The next wave of native advertisement formats will likely include an interactive element to boost viewer engagement, writes Tessa Wegert. Digital media company StyleCaster, for example, recently released a tool that allows users to digitally "try on" makeup and clothing, a technology that could be integrated into ad units. "Because the technology is personalized and interactive, brands can promote engagement and generate the data they need to make a sale down the line. Consumers, meanwhile, get a valuable tool underwritten by a brand without the hard sell," Wegert writes.

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