Which of the following best describes interactive ads?

Interactive ads are best defined as advertisements that actively engage users by requiring their interaction, thus making them more memorable and effective. These types of ads often utilize features like games, quizzes, or interactive videos that encourage users to participate rather than passively consume content. This engagement not only enhances user experience but also often leads to higher conversion rates, as users who interact are more likely to retain information about the product or service being advertised.

The other options do not accurately capture the essence of interactive ads. For instance, stating that ads require no user engagement is contrary to the fundamental nature of interactivity, which relies on user participation. Additionally, while it is true that interactive ads can appear on social media platforms, confining them solely to that medium ignores their presence across various digital formats and websites. Lastly, describing interactive ads as primarily text-based undermines the interactive element, as such ads typically involve visual and auditory components designed to engage the user more dynamically.