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Consumer Choice of Toyota Interactive Ads

ClickZ News reports that Toyota's Scion brand is running the same creative to promote all three of its vehicle models in a new campaign, allowing its audience to customize the rich media units themselves by interacting with the ads.

The HTML-based ads, which use technology from Interpolls, automatically update when a user chooses one of several options presented. For example, one ad asks users to choose a personality type that best fits them. Depending on the answer selected, the ad reloads with content from the appropriate Scion model that reflects that type. Once a user submits an answer, a results panel appears with more content related to the user's choice, such as additional images or video.

Using this technology, Scion can let its target audience interact with all three of its models in a single ad execution. And because users share information within the ad unit, Interpolls is able to serve a more relevant ad to users based on their interest and interactions, according to Peter Kim, Interpolls' president and CEO.

"Rich media is everywhere, so it's not about the 'wow' factor anymore. Our technology is all about results," Kim told ClickZ. "We give users a reason to interact with the ads, and we pique their interest with our questions. That's the true metric of awareness."

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