Interactive CTV: Magic that Turns CTV Viewers into Customers 

CTV advertising gives advertisers the unique opportunity to deliver targeted and personalized content to viewers on their largest screens in the comfort of their homes. Interactive CTV takes it a step further. 

With the advantage of smart TVs, leading streaming services and platforms, award-winning shows, and an audience made up of about 230 million viewers nationally, it’s no wonder CTV advertising stands at the forefront of digital marketing strategies. 

Connected TV not only offers the flexibility to tailor ads to viewer behavior and preferences but also empowers advertisers to measure and analyze audience engagement in real-time, allowing for data-driven optimizations and more effective advertising strategies. 

Although CTV advertising is a powerful solution on its own, adding a layer of interactivity can further enhance its effectiveness and benefits. 

How is interactive CTV different? Let’s dive in!

What is Interactive CTV?


Interactive CTV

Interactive CTV integrates interactive elements and features into streaming TV content. This technology allows viewers to engage with the content beyond traditional passive viewing.  

By fostering a two-way communication channel, interactive CTV not only deepens viewer engagement but provides valuable data insights to advertisers. It allows you to refine your targeting strategies and deliver more relevant content to prompt brand lift and purchase intent. 

Features of Interactive CTV include: 

  1. Clickable Elements: Viewers can interact with on-screen elements like buttons or carousels by using a remote or a connected device. 
  2. Real-Time Interactivity: Content responds in real-time to viewer actions and choices, allowing for dynamic experiences. 
  3. Personalization: Content recommendations and interactions are tailored to individual viewer preferences and behavior. 
  4. Detailed Reporting: Reports on viewer interactions and preferences, providing valuable insights to advertisers. 
  5. Navigation Menus: Users can navigate through content menus, explore related content, and access additional information. 
  6. Gamification: Integration of gaming elements and interactive challenges within the CTV ad for a more engaging experience. 
  7. Surveys and Feedback: Advertisers can publish surveys and ask for feedback directly through the CTV ad. 
  8. Social Integration: Sharing content, comments, and reactions on social media platforms directly through the CTV ad.

Interactive CTV vs CTV 


CTV itself has revolutionized how we consume content, offering the convenience of streaming through smart TVs. However, the story doesn’t end there. Enter Interactive CTV, a game-changer that elevates the viewer’s experience to a whole new level.  

While CTV laid the foundation for a more flexible and on-demand viewing experience, Interactive CTV takes it several steps further. It introduces a world of engagement, personalization, and increased opportunity for measurement, and interactivity that bridges the gap between traditional television and the digital age. 

Below you’ll find the key differences between CTV and Interactive CTV:


CTV: Passive viewing experience. 

Interactive CTV: Active viewer engagement with ad content. 


CTV: Limited to watching content as presented. 

Interactive CTV: Enhanced engagement through participation, choices, and interactions. 


CTV: Standard commercials and limited engagement. 

Interactive CTV: Interactive and clickable ads, enabling actions like purchasing products directly. 

Viewer Control: 

CTV: Minimal control over content beyond pausing and resuming. 

Interactive CTV: Viewer influences storylines, decisions, and engagement with on-screen elements. 

The choice is yours when it comes to choosing an Interactive or Standard CTV campaign. However, understanding the unique advantages of each offering can help you tailor your marketing strategy to captivate your target audience and meet your objectives.  

Benefits of Interactive CTV 


  1. Enhanced Engagement Rates: Campaigns captivate viewers through active participation, providing a more engaging and immersive experience. 
  2. Personalization: Content is tailored to individual viewer preferences, boosting relevance and satisfaction. 
  3. Data-Driven Insights: Interactive CTV collects valuable viewer data in real-time, allowing for data-driven content and advertising optimizations. 
  4. Higher Interaction Rates: These ads tend to have higher click-through rates, increasing the effectiveness of advertising campaigns. 
  5. Improved User Experience: Viewers enjoy greater control over their content consumption, leading to a more enjoyable and satisfying viewing experience. 
  6. Advertising Effectiveness: These ads enable viewers to take immediate action, such as making a purchase, which can lead to higher conversion rates. 
  7. Viewer Retention: The interactivity factor can increase viewer retention, brand awareness, and encourage longer sessions on CTV platforms. 
  8. Measurable Metrics: Marketers can track user interactions, measure engagement, and gather insights into audience behavior. 
  9. Brand Interactions: Brands can foster direct interactions with viewers, building brand loyalty and customer relationships. 
  10. Content Variety: Interactive CTV offers a wide range of content, from interactive video, storytelling, and games, catering to diverse viewer interests. 

These benefits collectively contribute to the appeal for both viewers and advertisers, making it a powerful content delivery and advertising platform. 

Examples of Interactive CTV Ad Formats


Let’s explore a variety of Interactive CTV ad formats that captivate audiences and empower advertisers to create engaging, memorable experiences. 

Examples of ad formats include: 

  1. Clickable Ads: Invite viewers to actively engage with the content by clicking on products, links, or a call-to-action buttons.  
  2. Gaming Ads: Immerse viewers in interactive gaming experiences within the advertisement itself. 
  3. Shoppable Ads: Turn the CTV screen into a virtual storefront where viewers can browse and purchase products directly from the ad. 
  4. Carousel Ads: Showcase a series of images or videos in a rotating format, allowing advertisers to tell a story or highlight multiple products. 
  5. Social Ads: Seamlessly integrate social media posts to bring a familiar social experience to CTV. 
  6. Surveys and Polls: Invite viewers to share their opinions or preferences within the ad. 
  7. Store Locators: Help viewers find nearby physical store locations or dealerships. 

Other Unique CTV Ad Formats to Consider


Division-D’s CTV+ offering brings clients unique creative solutions to elevate their digital advertising efforts, increase brand awareness and drive action. We’ve combined interactive CTV with other unique CTV formats to provide our clients with multiple creative solutions meant to stand out on connected TV devices.  

See here to learn more. 

Our featured CTV+ solutions offer competitively priced minimums, no production costs, increased opportunity for creative testing, and the ability to harness the power of CTV without the expense of professionally produced TV creative. 

Customizable CTV Canvas:

Create fully customizable branded canvases with video, static imagery, animation and QR codes to capture viewer attention, increase awareness, and drive conversions. 

Social CTV:

Leverage the authenticity of your brand’s social media posts with updated social metadata (likes, comments, etc.) to mimic an engaging social experience on a CTV device.


How Division-D Can Ignite Your Interactive CTV Ad Campaign 

In a digital space saturated with advertising noise, our CTV+ approach stands apart. We’ve seamlessly integrated interactive CTV formats alongside a diverse range of creative options, providing our clients with the opportunity to capture and retain viewer attention. 

Ready to break free from linear tv advertising with the magic of Interactive CTV? Reach out to today!  

Drue Moxley
Digital Marketing Coordinator

Drue Moxley is Division-D’s digital marketing coordinator, driven by a passion for brand messaging, content creation, and strategic storytelling. To bring on new clientele, Drue pushes Division-D’s brand forward by managing multiple organic social platforms, producing insightful collateral, and connecting with audiences through engaging blogs.

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