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.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.