Interactive CTV Ads

What Are Interactive CTV Ads?

Interactive CTV ads are a type of connected TV advertisement that allow viewers to engage directly with the content on screen. Instead of just watching, viewers can take actions—like clicking, voting, scanning a QR code, or navigating to more information—using their remote, smartphone, or voice commands.

These ads go beyond traditional video spots by making the viewing experience more dynamic, personalized, and measurable.

How Interactive Ads Work on CTV

Interactive CTV ads are typically delivered through smart TV apps or streaming devices that support interactive technology. Depending on the platform, viewers can:

• Use their remote to choose an option or answer a question
• Scan an on-screen QR code with their phone
• Click through to learn more or make a purchase

Benefits of Interactive CTV Ads

Interactive ads bring the power of digital engagement to the TV screen. They help:

• Increase viewer attention and recall by involving users in the experience
• Drive higher conversion rates with clear calls-to-action
• Collect real-time feedback or preferences through responses
• Deliver personalized offers based on viewer choices

They’re also trackable, giving advertisers more insight into what’s working and how viewers interact with their brand.

Why Interactivity Matters in Streaming

Streaming TV offers a lean-back experience—but with smart features and connected devices, it’s now possible to blend passive viewing with active engagement. Interactive CTV ads take advantage of this opportunity by offering richer, more tailored ad experiences that drive results without disrupting the show.

As viewers spend more time on ad-supported streaming, interactivity helps advertisers stand out and connect more deeply with their audience.

Conclusion

Interactive CTV ads are changing how brands connect with audiences on streaming platforms. By inviting viewers to engage directly, these ads create more memorable, measurable, and meaningful experiences—turning the biggest screen in the house into a two-way conversation.