CTV (Connected TV) is the real star of the show now. Why? Because no one has the attention span for regular TV anymore, and thanks to the rise of cheap streaming devices like Roku and Amazon Fire Stick, everyone’s plugged into the matrix, endlessly streaming their lives away.
Throw in the pandemic where everyone was stuck inside, binge-watching like there was no tomorrow, and CTV's rise was inevitable. Suddenly, advertisers are no longer screaming into the void of linear TV but targeting you specifically—yes, you, the one who just finished season 14 of Some Netflix Show.
In the past, many brands have thought of CTV advertising as purely an awareness tactic, but one of the top trends we’re seeing in CTV advertising is using interactive ads to drive a desired response from the target audience. So, performance marketers, pull up a chair – here’s how CTV can drive the response you’re looking for.
How Has CTV Evolved?
First, let’s revisit the history of CTV. CTV origins can be traced back to the early days of a little-known platform called Netflix (which most people forget started as a DVD rental service) and Hulu (which first came on the streaming scene in 2008). At this time, streaming content was much more limited, as internet service was still slow and not as reliable, and most viewers were still relying on traditional cable to watch their programs. Throw in the introduction of Smart TVs with services like Roku and Apple TV, users were now able to access online content directly from their TVs. And then, once streaming services like Netflix exploded in popularity, streaming content became the go-to, which inherently changed the game in CTV advertising strategies, including the all-star increased use of interactive advertisements.
What Are Interactive Ads?
Interactive ads are a form of digital advertising that allows viewers to engage with the content directly without leaving the streaming environment. Instead of simply watching a commercial, viewers can now click, swipe, or scan to take action. Why just watch an ad when you can click on it, buy something, (and probably give up some data in the process)? Brands with direct response goals are leaning hard into this because it’s not just about building awareness—it’s about getting you to take action right now. Immediate, measurable results? That’s the dream.
Interactive ads we run for clients include prompting audiences to request a trial of a product/service, sign up for an offer, or make a direct purchase on a brand’s website.
These interactive elements can take various forms, including on-screen buttons, pop-ups, or QR codes that allow viewers to seamlessly connect with brands from their living room.
Why Bother With Interactive Ads?
They work well with other channels
Google and Meta are great channels for driving success, but results can multiply when you combine CTV ads with your existing campaigns. Or, with direct response TV and audio campaigns, in addition to adding the interactive piece, you can benefit from advanced targeting and increased reach while providing your DR channels with a larger audience to re-engage with.
They work well for brick-and-mortar, eComm, and other lead-gen businesses
Whether it is driving foot traffic to a brick-and-mortar location, generating e-comm sales, or developing immersive branding solutions, CTV provides marketers with creative options that deliver bespoke, shoppable, and interactive experiences that aim to reach qualified customers with the right message at the right time.
It works past the immediate ad viewing
Even if the ad prompts users to take immediate action, we recognize that the modern consumer's buying behavior has changed, and they might take more time to make a purchasing decision due to the abundance of options available. That data we mentioned above? Pixel tracking can track user behavior up to 90 days post-exposure. This extended tracking period is particularly beneficial for understanding the longer customer journey and decision-making process. CTV’s extended tracking helps marketers capture these delayed responses and make informed decisions about their advertising strategies.
The Future of Interactive Advertising
CTV has previously been seen as an awareness channel for brands, and even some brands may think this isn't the time or place for their organizations to invest dollars into CTV. Viewing a campaign in this light and utilizing the technology we have with interactive/responsive ads allows performance marketers to have a seat at the table, aka, time for performance advertisers to learn how CTV can drive response!