New study reveals the promise and limitations of interactive TV advertising. The main conclusions:
- 36% higher spontaneous brand recall compared to standard video ads
- 95% of viewers prefer to add products to cart rather than making an immediate purchase
- Higher CPMs: 10-15% above industry standards
Why it matters. With CTV ad spending expected to reach $33 billion by 2025, interactive formats could become a major player in this space.
In figures:
- 79% easier memorization for interactive ads compared to 72% for standard video ads.
- 58% stronger spontaneous memorization by combining standard and interactive advertisements.
Why we care. Although they may not yet generate direct sales, interactive ads on CTV offer a multitude of benefits that can have a significant impact on brand awareness, consumer understanding and overall marketing effectiveness.
What they say:
- “TV no longer goes through an antenna…interactive ads create a more effective advertising experience,” said Robert Aksman, co-founder of BrightLine.
- “With these interactive elements, you have proof that someone is not only watching, but engaged,” said Andrea Kwiateck, Goodway Group.
The big picture. Interactive CTV ads represent a shift from passive viewing to active engagement, providing new opportunities for brands to connect with audiences.
What to watch. Development of add-to-cart functionality and direct purchase potential via streaming accounts.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing services through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.