Interactive Streaming Ads Can Improve Brand Recall by 36%

Interactive ads on streaming platforms are proving to be a powerful tool for brands looking to stand out. EMARKETER recently explored a study from Brightline that shows interactive Connected TV ads can boost brand recall by up to 36%. That’s a big deal for advertisers looking to stand out from the crowd with their TV spots. By incorporating interactive elements like quizzes, surveys, or even shoppable QR codes, these brands can further engage viewers and make a lasting impression. 

Attention rates for ads on Connected TV in general are also climbing. In the first quarter of 2024, CTV ad attention rose to 51.5% — up from 49.2% in the last quarter of 2023. Even more impressive, ads on premium CTV content outpaced linear TV attention rates. This shift suggests that more viewers are tuning in and staying engaged with digital channels. And with major players like Disney+ also investing in interactive formats, it’s clear that these kinds of ads aren’t just a trend — they’ll likely become a big part of digital video advertising strategies going forward.

Connected TV in the News

Connected TV Ad Market To Swell by Nearly 20% in 2024
WARC
Connected TV is on-course to be worth $35.2 billion to advertisers this year — roughly a quarter of the size of the linear TV market.

Are B2B Ads Being Seen or Skipped?
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Performance Media Surges As CTV Overtakes AI in H2 Trends
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As viewers turn toward more affordable ad-supported options for streaming, even greater opportunities are emerging for advertisers.