The news: Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences.

In a conversation with EMARKETER, Joshua Blum, director of research and analytics at BrightLine, described how interactivity is becoming the norm for CTV ads, and addressed lingering advertiser misconceptions.

Blum highlighted that interactivity is critical because it moves customers down the funnel—engaging viewers in ways that linear TV is unable to. But brands must look beyond interactivity as a gimmick: These ads must “blend with the [user] experience and align with what viewers want,” and there is massive value in tailoring interactive ads to what viewers are watching.

The potential: Interactive formats, including gamified experiences, QR codes, and polls, are gaining traction among marketers: 41.8% currently use interactivity as a part of social and CTV ad strategies, while over half (52%) of US brands and agencies expect to use interactive features in at least 26% of their ads this year.

• But brand concerns linger as advertisers are unclear about the ROI potential of interactive ads. Doubts “come down to not knowing the effectiveness and impact [of interactive ads],” said Blum.
• BrightLine aims to address concerns by using data to prove that “[interactivity] is more effective at driving unaided recall,” positioning itself as the standard for CTV advertising. And the company is already seeing results: BrightLine found that interactive ads boost unaided recall by 36%, foot traffic by 13%, and brand affinity by 33%, per BrightLine.

What marketers can do: Recognize that interactivity will become a strategic advantage in CTV advertising as streaming platforms are inundated with standard formats that risk ad fatigue and viewers begin to “expect all ads to be interactive in some way.”

Turning passive viewing moments into actionable, measurable connections to drive results will separate advertisers who thrive in a crowded CTV landscape from those who fall behind.