- Publishers like BuzzFeed and Quartz are working interactive features into their native advertisements and sponsored content.
- Interactive features are being driven by the emergence of metrics like "attention minutes" and "engaged time."
- One example is BuzzFeed's campaign with Leinenkugel’s Summer Shandy, which features a "Summer To-Do Calendar" to find BuzzFeed articles for each day of summer. The brand's social posts have seen over 558,000 views from the posts.
As competition becomes stiffer and advertisers care more about how long eyes are on their ads, interactive features are going to become more of a necessity. BuzzFeed has been something of a pioneer in the space, but it could easily catch on with more native ads — especially when we have examples like The New York Times' Netflix multimedia native ad.