What do you think your audience does during commercial breaks? Maybe grab their phone, get some snacks, or check on their kids. What they are not doing is definitely paying attention to the TV. But once in a while, there’s a commercial that grabs their interest. As an advertiser, you know when a brand gets it right with its content and targeting.

Keeping the audience engaged is a challenge and it’s even hard to get them to take action. With regular TV, commercials just play, end, and hope they leave an impression. However, interactive content on CTV has a significant edge over traditional ads. But take note that just because viewers can interact, doesn’t mean they will. Brands must create engaging, personalized ads and provide viewers with a good reason to act.

Understanding the value of engaging content

Most CTV ads can’t be skipped, yet that doesn’t guarantee that people are truly paying attention to them. On average, you only have about eight seconds to grab a viewer’s focus.

CTV users may not be big fans of advertising, but they accept it. Research indicates that 64% of viewers prefer watching commercials over paying more for a subscription. However, with the incorporation of interactive features, advertisers can move beyond mere acceptance and foster engagement.

While interactivity in advertising is not unique to CTV, the results it generates are outstanding. Interactive CTV ads achieve engagement rates of over 5%, which is more than five times the engagement seen on PC or mobile platforms.

Personalization is a Stepping Stone to Good ROI

Half of successful engagement hinges on finding the right audience. For marketers and media buyers, this increasingly means highly precise targeting and tailored messaging. According to research from McKinsey & Company, a whopping 80% of consumers crave personalization from brands.

There is no question that untargeted ads might initially bring in leads, but we all know they often result in burning through ad budgets when retargeted to low-quality prospects or chasing segments that never convert. In order to maintain a good return on investment (ROI), personalization is the key.

Why Interactive CTV?

CTV has increasingly become a full-funnel solution for advertisers to build a brand amongst their target audience and maximize reach. Adding an additional layer of interactivity to CTV ad formats will bring you much closer to achieving your business goals.

How to Create Compelling Interactive CTV Ads?

Engagement is just the beginning, the real battle starts as you want users to take action on these ads too. Traditional TV often stumbles here, as viewers need to disengage from the TV to make a call or visit a website. This is where CTV excels as it reduces friction points.

By seamlessly integrating interactions, advertisers can minimize drop-offs and guide more consumers through the conversion funnel. Here are two ways to enhance user engagement:

1. Meeting Audience Needs and Desires in their High-Intent moments

The average American has around five hours of daily free time, with over 100 minutes devoted to connected TV like Roku, Apple TV, or Amazon Fire TV. Everyday activities like shopping and cooking are necessary but eat into leisure time.

Interactive CTV ads make it easy for brands to encourage viewers to take action with minimal effort. For instance, Roku has achieved success with partnerships that integrate daily activities into online promotions:

• Teaming up with Walmart, Roku enables viewers to make purchases directly on their CTV in just two clicks.
• Their partnership with DoorDash directs users to the delivery service and allows restaurants to offer targeted promotions.

Such broad applications illustrate how brands can streamline the customer journey. Targeting specific audiences to deliver contextually relevant ads opens up numerous possibilities. For instance, an online gaming company can:

• Segment prospective and retargeting audiences based on demographics and existing users.
• Create a creative with QR codes for app downloads for new users or promo displays for returning customers.
• Place media buys programmatically on sports-related content.
• Use appropriate customer intelligence platform to analyze customer journey and optimize campaign in real-time.

2. Deliver not just ads, but an Experience to your viewers

While most CTV viewers might not think twice about ordering dinner from an interactive commercial, asking them to buy a car or book a vacation in the same way may not be as successful. A transactional approach can fall short, whereas offering an experiential interaction can pique user interest. For example, a global car brand interactive CTV ad did this masterfully, allowing viewers to explore the car and connect with a dealership.

Numerous industries can leverage the flexibility of interactive CTV, but entertainment and media have a unique advantage. Imagine setting up a campaign to promote a pop star’s new album and tour. Existing music video footage serves as an excellent creative base for various promotions:

• Scan the QR code to stream the album.
• Collect viewer phone numbers to send ticket information for nearby tour dates.
• Offer interactive behind-the-scenes footage to maximize engagement.

As CTV continues to evolve, advertisers will have access to more detailed analytics, and streaming platforms will enhance interactive features. Brands that combine engaging and innovative content with customer intelligence are positioned to excel in CTV advertising. Contact us today to see how Silverpush’s innovative AI solution – Crafters with its enhanced ad formats on CTV can help you achieve greater audience engagement.

With around 4.9 billion internet users worldwide, representing 62% of the global population, people are exposed to 6,000 to 10,000 advertisements daily.

A staggering amount, isn’t it?

However, the human brain struggles to process such an overwhelming amount of content, leading to ads being ignored or forgotten. To improve consumer attention, brands must adopt effective practices.
Audience engagement has been declining on the standard video ad formats. Today’s audience demands more than just passive viewing experiences.

Let’s delve into this in our article and understand the advanced stage of video advertising – Dynamic Interactive Ads.

What are Interactive Video Ads?

Dynamic interactive video ads are a type of video ad that allows viewers to interact with the ad in a more meaningful way. This can be done through a variety of means, such as clicking on different parts of the ad, dragging and dropping elements, or answering questions.

These types of advertisements provide numerous benefits compared to traditional static video ads. They possess a higher potential for engagement, resulting in increased click-through rates (CTRs) and conversions. Moreover, they offer greater personalization options, enhancing the ad’s relevance to the viewer.

It’s Time Make the Switch to Interactive Video Ads

“According to studies, brands can increase their consumer engagement up to 3X with just 15-second interactive ads.”

Interactive dynamic video advertising is a powerful tool that can help advertisers create stronger ad recall. Still not convinced, here are a few pointers highlighting the advantages of interactive video ads.

1.Increased Engagement: This form of video ads can help to increase engagement by making the ad more interactive and engaging. This can lead to higher click-through rates (CTRs) and conversions.

2. Better Targeting: These video ads can be targeted to specific audiences based on their interests, demographics, and purchase history. This can help to ensure that the ad is seen by people who are most likely to be interested in it.

3. Improved Brand Awareness: They can help to improve brand awareness by making the ad more memorable and engaging. This can lead to increased brand recall and consideration.

5. More Personalized Experiences: Interactive dynamic video ads can be personalized to each viewer, which can help to create a more relevant and engaging experience. This can lead to higher CTRs and conversions.

6. Scalability: This form of video advertising can be easily scaled up to reach a large audience. This is because they can be created and delivered in a programmatic fashion, which means that they can be automatically served to relevant viewers based on real-time data.

5. Cost-effectiveness: It can be more cost-effective than traditional video ads. This is because they can be targeted to specific audiences, which means that they are less likely to be wasted on people who are not interested in them.

Having grasped the compelling advantages of using interactive video ads for their next campaign, let’s explore the essential steps to get started:

Steps to Get Started with Interactive Video Advertising

1. To embark on a successful interactive video ad campaign, advertisers should follow a well-structured approach.
2. Begin by selecting a suitable platform and tools that support interactive video ads.
3. Clearly define campaign objectives, outlining whether the focus is on brand awareness, lead generation, or conversions.
4. Understanding the target audience is paramount; this knowledge will shape the design of interactive elements that resonate with viewers.
5. Craft compelling and visually appealing content to maintain audience interest.
6. Design user-friendly interactions to ensure seamless engagement.
7. Thoroughly test the ad’s compatibility across various devices and browsers before launch.
8. Once the campaign is live, monitor performance metrics and user interactions to make data-driven optimizations.

Leverage Crafters to Boost Your VTR and CTRs

Dynamic video optimization is of utmost importance as it revolutionizes the effectiveness of video advertising campaigns.

By leveraging real-time data and user insights, it allows advertisers to tailor their video content to each viewer, delivering a highly personalized and relevant experience.
This level of customization not only captures the audience’s attention but also fosters a deeper emotional connection with the brand or product.

As a result, viewers are more likely to engage with the ad, leading to increased click-through rates, conversions, and overall campaign success. Lose the green screens, manual video post-production, and patched overlay text.

Crafters, a dynamic video optimization solution by Silverpush, allows you to control every component of the ad and strategy, with endless customization options for superior video personalization and seamless re-editing.

Not Just your Regular Creative Optimization!
Crafters suggest & curate custom dynamic elements as per the brand’s specific needs.

Engage Consumers ‘In the Moment’ with Crafters

Crafters enable the creation and delivery of personalized video ads to users by leveraging various sources of data.

It tailors ads based on location, language, contextual triggers, and content segment which results in giving users a much more personalized and relevant ad experience.
For example, a paint brand can give users an authentic experience of how a particular color would appear.

Conclusion

The advertising landscape is rapidly evolving keeping advertisers on their toes. In these evolving times, they need a solution that delivers better results and boosts their brand awareness. Dynamic Interactive Video Ads are one way to attract users effortlessly and achieve significantly higher CTR and VCR. It’s time to evolve your advertising strategy and stay ahead.