As Connected TV (CTV) advertising continues to grow, brands are moving beyond traditional video ads and embracing interactive ad formats to drive deeper engagement. Unlike standard commercials that focus only on impressions, interactive CTV ads encourage viewers to take action—whether it’s scanning a QR code, clicking to learn more, or making a direct purchase.

In an era where engagement is just as important as reach, how can brands use interactive CTV ads to capture attention, boost brand recall, and drive measurable results? Let’s explore the impact of interactivity in CTV advertising and the strategies brands can use to maximize engagement.

Why Interactive CTV Ads Are Gaining Popularity

CTV combines the best of both worlds—the storytelling power of traditional TV with the targeting and measurement capabilities of digital advertising. But with more consumers opting for ad-supported streaming services, brands must find ways to stand out and keep audiences engaged.

Enter interactive ads. These formats go beyond passive viewing, allowing users to engage directly through their remote, smartphone, or second screen. This shift from impressions to interactions helps brands build stronger connections with their audience.

Types of Interactive CTV Ads & How They Work

📲 QR Code Ads

• Viewers scan a QR code displayed on the screen, leading them to a landing page, discount offer, app download, or product purchase.

• Why it works: Simple, easy-to-use, and bridges the gap between TV and mobile commerce.

🛍️ Shoppable CTV Ads

• Viewers can explore and purchase products directly from their TV screens or be directed to an e-commerce site.

• Why it works: Turns brand awareness into immediate conversions.

📧 Lead Generation & Sign-Up Ads

• Users can enter their email or phone number directly through their CTV remote or a second-screen experience.

• Why it works: Ideal for subscription services, webinars, and limited-time promotions.

🎮 Gamified & Poll-Based Ads

• Ads that allow viewers to engage with quizzes, polls, or challenges in exchange for rewards or personalized content.

• Why it works: Increases engagement time and brand interaction.

📍 Location-Based Interactive Ads

• Uses viewer location data to provide tailored recommendations, such as nearby stores, restaurants, or events.

• Why it works: Delivers hyper-personalized ad experiences.

How Interactive CTV Ads Drive Deeper Engagement

🧠 Increases Brand Recall & Retention
Interactive ads require active participation, making them more memorable than standard commercials. Viewers who engage with an ad are more likely to remember the brand and take action later.

📈 Boosts Conversion Rates
Instead of relying solely on impressions, interactive ads drive measurable actions—whether it’s website visits, lead generation, or direct purchases. Brands can track how many users engaged, making it easier to measure ROI.

🎯 Enhances Targeting & Personalization
Interactive elements allow brands to collect real-time user data, refining ad targeting for future campaigns. For example, a poll-based CTV ad can help a brand understand consumer preferences, leading to more personalized messaging.

⚡ Encourages Immediate Action
Unlike traditional TV ads that rely on viewers remembering a brand later, interactive CTV ads enable instant action. Whether it’s scanning a QR code or clicking a CTA, users can engage on the spot without disruption.

Best Practices for Creating High-Performing Interactive CTV Ads

🚀 1. Make It Seamless & Simple
The best interactive ads don’t require complex actions. Ensure a smooth user experience with easy-to-follow steps like “Scan to Learn More” or “Click with Your Remote.”

🎯 2. Align with Audience Behavior
Consider how viewers interact with their TV screens. If they are watching with family, shoppable ads for home essentials may work better. If they are streaming alone, quiz-based ads or discount offers might be more effective.

🎨 3. Focus on Visual Appeal
CTV ads are full-screen experiences, so bold visuals, clear CTAs, and engaging animations help capture attention.

📊 4. Use Data-Driven Insights
Leverage first-party data and programmatic ad strategies to serve relevant interactive experiences based on viewer demographics, behavior, and preferences.

🔄 5. Retarget & Optimize
Since CTV allows cross-device tracking, retarget users who engaged with your ad but didn’t complete a purchase. Use this data to refine future campaigns and increase effectiveness.

Final Thoughts: The Future of CTV Advertising is Interactive

As brands shift from passive impressions to active engagement, interactive CTV ads are redefining how viewers connect with brands. By incorporating QR codes, shoppable experiences, and gamified interactions, brands can create high-impact ad experiences that drive results beyond viewability.

For marketers, the question is no longer “Should we invest in CTV?” but rather “How can we maximize engagement through interactivity?” 🚀