"Viewers aren't just watching streaming content anymore; they're living in it. And while they're streaming, they're telling us something important about how they want to experience advertising. They want to do more than watch; they want to engage. How do we know? We asked. We partnered with Publicis Media and third-party research firm Latitude to test multiple interactive video ad formats with varying calls to action (CTA), surveying more than 7,800 people nationwide."
"Our findings, which we released during CES this week, reveal that when viewers can interact with ads, whether that's adding to cart, exploring a product or asking for more info, they pay more attention, remember more and take action. And the impact shows up across every stage of the marketing funnel. In short, interactivity doesn't just improve metrics; it changes the role advertising plays in the streaming experience."
A partnership with Publicis Media and third-party research firm Latitude tested multiple interactive video ad formats with varying calls to action and surveyed more than 7,800 people nationwide across ten brands. When viewers can interact with ads—adding to cart, exploring products, or requesting more information—they pay more attention, remember more, and take action. More than three in four viewers reported interactive ads are more engaging (79%), more attention-grabbing (78%), and feel more relevant (72%). Viewers value pricing, deals, and saving products for later without leaving content. Interactivity boosts metrics across the marketing funnel and categories.
Read at AdExchanger
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