The most read article in the The New York Times in 2013 was an interactive quiz. Given the quality and nature of the Times' overall content, this a very telling statistic.
And a recent Demand Metric report found that interactive content was 93% effective at educating buyers and 88% effective at distinguishing a brand from its competitors.
However getting interactive online content right is posing problems for marketers. Flexibility of tools, time constraints, skill-sets, deadlines and costs are all major issues that are being faced.