Consumers are increasingly controlling their media experiences; online, consumers are even less passive, using search engines to find information, creating and uploading content and stop advertising that annoys them. Combining the Internet’s ability to allow consumers to control their online experience with the engaging and immersive experience of interactive video where users are able to interact and engage with objects within videos, the Boots online advertising campaign proved successful. 

Results from the Boots campaign trial showed that around 30% of the viewers interacted with the various products in the video ad and it was played five times more often than the average non auto play banner ad.