Interactive ads may evolve to become a fixture in media plans, distinguishing streaming from linear TV in capabilities and performance metrics, according to Shasta Cafarelli.
David Dweck emphasizes the importance of using interactive ads selectively, suggesting they're more suited for specific campaigns rather than broad, evergreen strategies.
The effectiveness of interactive streaming ads hinges on user habits, with a QR code campaign achieving a 0.4% clickthrough rate, comparable to traditional display ads.
Pricing of interactive streaming ads can be significantly higher than standard ones, potentially ranging from double to triple the cost for premium units.
#interactive-advertising #streaming-services #ad-performance #media-investment #advertising-strategies
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