The asset myth

One of the most damaging misconceptions in digital advertising is that interactive campaigns require new assets. In reality, interactive formats are built from what most campaigns already have:

• The campaign goal

• Existing visuals or video, in any format

• A landing page URL

That is enough. No extra production fees, no delays, and the performance lift more than covers the investment.

Why the myth persists

Creative agencies are designed to deliver ideas, concepts, and assets. That is their core business. But the reality of digital effectiveness is shaped by platforms - by how people consume, scroll, swipe, and interact.

Research from Dr. Karen Nelson-Field shows two foundations that matter most for effectiveness on platforms:

• Memory can form in as little as 1.5 seconds of active attention when distinctive brand assets are deployed effectively (Hacking the Attention Economy, VCCP Media & Amplified Intelligence, 2025).

• Platform choice and context strongly influence attention, often more than the creative idea itself (Media Placement is Crucial for Attention, ScreenVoice, 2024).

This shifts the conversation from creating more assets to deploying existing assets intelligently within the platform environment.

Creative agencies or client internal design teams deliver the starting point. They rarely optimize for what happens once the ad is live in people’s hands. That is where interactive formats change everything.

What interaction reveals

Rich media is not about producing more. It is about reorganizing existing assets in ways that invite action and reveal what truly drives engagement:

• What sparks attention

• What holds it

• What leads to action

And the results are consistent:

• Advertisers see two to three times higher engagement rates with interactive formats compared to static or standard banners.

• People stay in control - swiping, tapping, scratching, or exploring without being forced out of the ad experience.

Why this matters for effectiveness

System1’s The Extraordinary Cost of Dull shows that weak creative execution drains growth, often requiring more than double the media budget to deliver the same effect. Amplified Intelligence research reinforces the point: even great ideas lose impact if they are not adapted to the way people consume media on platforms.

The cost of dull creative is measured in billions of dollars of lost growth.The value of interactive creative is attention that converts into memory, preference, and business results.

What happens when you apply this thinking

Interactive formats amplify the creative idea rather than replace it. They adapt existing assets for fast, mobile-first environments where people make decisions in seconds.

That means:

• Spotlighting what matters most

• Turning discovery into an active experience

• Highlighting key features in ways that demand focus

Instead of blending into sameness, the message stands out. It earns attention, creates positive experiences, and drives measurable impact.

Interactive advertising that leads to more effective ad campaigns begins with smarter use of the assets you already have.

References:

VCCP Media & Amplified Intelligence with Dr. Karen Nelson-Field (2025) Hacking the Attention Economy: How Brands Can Drive Impact in 1.5 Seconds  https://www.vccp.com/uk/news/2025/may/hacking-the-attention-economy-vccp-media-and-dr-karen-nelson-field-reveal-1-5-second-formula-for-effective-digital-advertising

The Media Leader (2025) Just 1.5 Seconds Is Enough for Ad Recall, New Attention Study Reveals  https://the-media-leader.com/just-1-5-seconds-is-enough-for-ad-recall-new-attention-study-reveals

ScreenVoice (2024) Karen Nelson-Field: Media Placement Is Crucial for Attention  https://www.screenvoice.cz/en/news/karen-nelson-field-media-placement-is-crucial-for-attention

System1 Group (2022) The Extraordinary Cost of Dull  https://system1group.com/the-extraordinary-cost-of-dull