36% of the time, passive content generates conversions moderately or very well

Marketers already see the shift. [81% of marketers agree interactive content grabs attention more effectively than static content](https://contentmarketinginstitute.com/articles/interactive-content-research/) according to CMI and ion Interactive's 2016 study. The same pool reports interactive content generates conversions ["moderately" or "very well" 70% of the time, compared to 36% for passive content](https://uplandsoftware.com/kapost/resources/blog/interactive-content-conversions/) in a DemandMetric survey of enterprise marketers.