A new study reveals the promise and limitations of interactive TV advertising. The key findings:
36% stronger unaided brand recall vs. standard video ads
95% of viewers prefer adding products to cart over immediate purchase
Higher CPMs: 10-15% above industry standards
Why it matters. As CTV ad spend is projected to reach $33 billion by 2025, interactive formats could become a major player in the space.
By the numbers:
79% aided recall for interactive ads vs. 72% for standard video ads.
58% stronger unaided recall when combining standard and interactive ads.
Why we care. While not yet driving direct sales, interactive CTV ads offer a wealth of benefits that can significantly impact brand awareness, consumer understanding and overall marketing effectiveness.
What they’re saying:
“TV isn’t coming over an antenna anymore… interactive ads yield a more effective ad experience,” said Robert Aksman, BrightLine co-founder.
“With these interactive elements, you have proof that not only is somebody watching—they’re engaging,” said Andrea Kwiateck, Goodway Group.
The big picture. Interactive CTV ads represent a shift from passive viewing to active engagement, offering new opportunities for brands to connect with audiences.
What to watch. Development of add-to-cart functionality and potential for direct purchasing through streaming accounts.
