A new study examines the potential and limitations of interactive television advertising. The main findings:
36% higher unaided brand recall compared to ordinary video advertising.
95% of viewers prefer adding things to their cart over rapid purchase.
Increased CPMs: 10-15% above industry standards.
Why it matters. As CTV ad spending is expected to reach $33 billion by 2025, interactive formats may become a big participant in the space.
By the numbers:
Interactive advertisements increased recall by 79%, compared to 72% for regular video ads.
Combining regular and interactive commercials increases unaided recall by 58%.
While interactive CTV advertising do not now drive direct sales, they can provide numerous benefits that can have a substantial influence on brand visibility, consumer understanding, and overall marketing effectiveness.
What’s being said:
“Antennas no longer provide TV signals… According to BrightLine co-founder Robert Aksman, interactive advertising result in a more effective ad experience.
READ MORE: 61% Of CTV Advertisers Want To Raise Their Budgets, Per Survey
“With these interactive elements, you have proof that not only is somebody watching—they’re engaging,” said Andrea Kwiateck of Goodway Group.
Interactive CTV advertisements signify a shift away from passive viewing and toward active involvement, providing new chances for brands to connect with viewers.
Add-to-cart functionality is being developed, as is the potential for direct purchasing via streaming accounts.
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