Creative control
active attention beats passive exposure- The unit had to load fast enough for the test to stay honest.
- The interaction only worked because it matched the product story.
- Display improved when the format created interest before the click.
The starting point
A home goods brand was using standard display ads. People clicked, glanced, and left.
What we tested
We built a simple swipe-to-compare ad and tested it against the old static banner.
What happened
The swipe ad held attention longer, converted better, and made 4.1x more revenue per thousand impressions.
What to take from it
Interactive display only works when the interaction helps prove the product. Motion alone is not the point.
Real work. Results vary.