The challenge
Mindler focuses on mental health and provides quick access to licensed psychologists through digital innovation. Their platform helps users find proper care and schedule consultations seamlessly.
Finding a psychologist can feel overwhelming and complicated. Mindler wanted to simplify this journey and reach people where they already browse. Traditional mobile banners lack the space to handle a multi-step user choice, which usually requires redirecting users away to an external site. The objective was to lower the barrier to mental healthcare, presenting a direct matching process inside premium editorial feeds.
The solution
Mindler deployed the Interactive Lead Engine format to host their tool directly inside a standard ad unit. Instead of clicking out to a landing page, users could complete a self-assessment about their specific needs, select a preferred day, and view available professionals.
The approach turned a standard display ad into a functional web service, allowing users to qualify their intent and initiate their care journey directly within premium environments like MåBra, Svensk Damtidning, Hänt, and Allas.
The IMIRSIVE® Interactive Lead Engine format
- Host landing pages or tools directly inside a 320x480 unit
- Supports self-assessments, calculators, and complex forms
- Real-time intent qualification without redirects
- Zero weight limits for high-fidelity interactive content
The results
The campaign delivered 3,060,013 impressions with a strong 76.6% viewability rate, peaking at 86.68% on MåBra. Engagement was exceptionally high, resulting in 314,437 started interactions and a 14% interaction rate. Overall interaction time averaged 4.4 seconds, while highly engaged users spent an average of 8.8 seconds exploring the ad.
While landing-page clicks remained modest at 413, this aligns with a new format where users learn they can explore content directly inside the ad. The high time spent and interaction volume confirm that utility-driven ads build deeper brand affinity than standard click-based formats.
