Making a Splash: Summer Ad Strategies with Rich Media & Interactive Video

As the days grow longer and temperatures rise, brands across the spectrum gear up for one of the most significant advertising seasons of the year: Memorial Day and the summertime. For consumer packaged goods (CPG) and alcohol brands, this period presents a prime opportunity to engage with consumers in meaningful ways, leveraging rich media and interactive video ads to capture attention and drive sales. Keep reading to explore how CPG and alcohol brands can harness the power of rich media and interactive video advertising, along with audience and contextual targeting, to make the most of this vibrant season.

Fun fact: Almost half of Americans planned to purchase alcohol for Memorial Day celebrations in 2024.

Go Beyond Static Ads

Rich media advertising delivers an immersive, interactive experience that far surpasses traditional static ads. With dynamic animations, interactive games, and engaging video ads, it captures attention and creates lasting brand connections. Interactive video advertising, in particular, invites users to engage directly with video ads in a unique way, whether it's tapping to explore ingredients, swiping through cocktail recipes, or clicking to shop featured products, resulting in deeper engagement and increased conversion potential.

Did you know? According to USA Today, American consumers spent a whopping $112.9 billion on alcohol in 2024.

Craft Compelling Creative

When it comes to advertising CPG and alcohol products, the key lies in content that captivates and connects. Rich media enables brands to tell stories that resonate, whether it's through short-form video, dynamic animations, or immersive interactive experiences. Interactive video stands out by inviting consumers to actively engage with the content, making them part of the story rather than just an observer. Viewers can tap to explore new products, navigate recipes, or dive deeper into product features, all within the ad experience.

For CPG brands, this means showcasing refreshing beverages, effortless recipes, and snackable summer staples in ways that feel personalized and actionable. Alcohol brands can spotlight featured beverages, outdoor entertaining tips, or responsible drinking messages, while giving consumers the ability to engage with the content on their own terms.

Integrating PadSquad's shoppable ad solutions elevates this advertising strategy to new heights. PadSquad's comprehensive shoppable advertising solution features dynamic hot-spot and add-to-cart technology, seamlessly complemented by robust sales measurement tools. With PadSquad, advertisers can effortlessly engage and convert shoppers, making their campaigns more impactful than ever before.

Research from Echelon Insights shows that when exposed to consumers, rich media provides a staggering 27pt lift in purchase consideration for CPG brands.

Audience Targeting

Understanding the target audience is crucial for effective advertising. With the help of data analytics and advanced targeting tools, brands can identify and reach consumers who are most likely to engage with their products. For holiday and summertime campaigns, audience targeting can be based on factors such as demographic information, location, interests, and purchase behavior. By delivering tailored content to specific audience segments, brands can maximize the impact of their advertising efforts.

Contextual Targeting

In addition to targeting specific audience segments, brands can also leverage contextual targeting to align their ads with relevant content and themes. Contextual targeting can involve placing ads on websites, social media platforms, and mobile apps that focus on summer-focused topics such as outdoor activities, grilling, travel, and entertainment. By appearing alongside content that resonates with consumers' summertime aspirations and interests, brands can enhance the relevance and effectiveness of their ads.

Get Personal

PadSquad's innovative approach to advertising transforms the game with Dynamic Creative Optimization (DCO), seamlessly integrating personalized messaging to captivate audiences. Leveraging DCO, PadSquad crafts ads tailored to each user, dynamically adjusting content based on factors like local weather forecasts (seen below), the day of the week, and time of day. This personalized touch can help CPG and alcohol brands establish a deeper connection with their target audience, enhancing engagement and driving impactful interactions.

Conclusion

Memorial Day and the upcoming summer months present a golden opportunity for CPG and alcohol brands to connect with consumers and drive sales. By combining the power of interactive video and rich media advertising with smart audience and contextual targeting, brands can deliver compelling content that truly resonates and drives both brand awareness and long-term loyalty. As consumers gear up for outdoor adventures, backyard BBQs, and long-awaited gatherings with friends and family, now is the time for brands to make a splash with creative and impactful advertising campaigns.

Looking to shake things up with your CPG or alcohol advertising this summer? Reach out to us and let's create waves!

Editor’s Note: This blog was originally published on May 8, 2024. It was updated on April 30, 2025.