CTV Engagement per Impression Is Up Nearly 2x YoY

Interactive CTV ad formats like shoppable, pause, and rewarded ads aren’t just novelties anymore — they’re performance drivers. Recent data from BrightLine revealed engagement per impression climbed from 1% in Q2 2024 to 1.94% a year later, signaling a steady increase in how often viewers actively interact with CTV ads. These ad types improve recall, drive foot traffic, and strengthen brand affinity, making them essential tools for brands looking to connect meaningfully with audiences.

This shift comes at a pivotal moment for streaming. As ad loads expand (with platforms like Prime Video doubling theirs), advertisers risk overwhelming audiences with repetitive, passive creative. Interactive ads offer the antidote, cutting through the noise by turning viewers into participants and maintaining engagement in crowded streaming environments. For marketers, the message is clear: those who invest in interactivity today are setting the standard for what performance-driven CTV will look like tomorrow.

Connected TV in the News

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