Interactive advertising has become an essential approach to modern marketing, leveraging technological advances to drive consumer engagement and improve the brand experience. This study explores the effectiveness of interactive advertising in capturing consumer attention and influencing behavioral outcomes. Research examines various forms of interactive advertising, such as social media campaigns, augmented reality applications and gamification strategies, evaluating their impact on consumer engagement metrics, including increased rates of clicks, brand recall and emotional connection. The implications of interactivity as an essential component of advertising are discussed, highlighting how it not only facilitates a two-way communication channel between brands and consumers, but also allows consumers to actively participate in the marketing story. The study uses a mixed-methods approach, combining quantitative data from consumer surveys and engagement analytics with qualitative insights from focus group discussions. This comprehensive analysis reveals that consumers are more likely to engage with ads that contain interactive elements because these experiences resonate more emotionally and provide a sense of empowerment. Furthermore, the results show that the effectiveness of interactive advertising varies across demographic segments, with younger consumers, in particular, showing a strong preference for engaging and immersive experiences. The study also addresses the challenges associated with interactive advertising, such as potential oversaturation and the need for continuous innovation to maintain consumer interest. The study highlights the importance of interactive advertising as a crucial tool for brands seeking to increase consumer engagement in an increasingly competitive market. By understanding the dynamics of consumer interaction and the psychological underpinnings of engagement, brands can develop more effective marketing strategies that not only reach, but resonate with their target audience.