Immersive vs Intrusive: How to Walk the Fine Line

The battle rages on over just how far we can push the creative in advertising, and at what point it crosses the line from immersive to downright intrusive.

We know that strong, immersive creative can deliver powerful results. But when does it become detrimental to the customer experience? Are we holding back on creativity more than ever before? And if so, is that actually the right decision?

This session examines the delicate balance between impact and intrusion. What is the role of immersive advertising within branded content? When does it enhance an experience, and when does it detract from it? Should bold, full-scale creative only be deployed contextually to offset potential disruption? And does contextual relevance allow brands to push the boundaries further?

We’ll also explore the evolving role of AI in creative execution and consider how publishers and editors view the rise of “immersive” and super-sized ad formats.

Expect plenty of lively debate, as well as practical guidance on how to successfully walk the fine line and get the impact without the fallout.