O2 has been using the below ad for a while now, so I’m guessing it must be quite effective, particularly as Orange has a similar ad too. It’s an application form for a free mobile sim card embedded into the Flash advert itself.
There is no landing page conversion because conversions happen in the advert without taking the user away from the page they’re looking at. This is so simple, but to me it’s a hallelujah moment for the industry.
Increasing adverts with creative interactivity and moving away from the need to always drive people to websites can be a good decision. If people are using a website or a social network, they don’t always want to leave that. Think about the purpose of your campaign – do consumers have to go to your website to fulfil that purpose? In O2’s case, the answer was no.
Interactivity is where the power of the internet lies over other forms of display advertising. While I’m not recommending every advert become a form or a microsite within an ad – the web would become a very boring place – it is the best solution for certain campaigns.