"The Drum at Cannes and Marketing Publicis Media's Chloe Pastore explores the evolution of ad creativity in CTV with a focus on interactive and personalized experiences, and how innovative formats like pause ads and instantly shoppable units are transforming how consumers engage with content."
"innovative formats like pause ads and instantly shoppable units are transforming how consumers engage with content."
Connected TV advertising is evolving toward interactive and personalized creative formats that change how viewers experience ads. Pause ads appear when viewers stop playback, offering a moment for non-intrusive messaging. Instantly shoppable units enable immediate commerce actions from the screen, shortening the path from discovery to purchase. These formats increase engagement and provide measurable touchpoints, but require careful creative design, privacy-compliant data use, and robust measurement frameworks. Brands must blend storytelling with functionality, test formats across platforms to maintain consistent viewer experience, and ensure agile collaboration between media, creative, and tech teams.
Read at The Drum
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