What Are Interactive CTV Ads?

Interactive CTV ads are advertising formats that invite the viewer to take an action — press a button, scan a QR code, speak a command, or interact with an on-screen element — rather than passively watch a video. The interaction creates a two-way exchange generating engagement data, preference signals, and direct response actions.

Interactive formats include remote-based interaction (viewers use their CTV remote to click buttons or navigate menus), QR code engagement (scanning with a smartphone bridges the CTV-to-mobile gap), voice interaction (on devices with built-in microphones), on-screen widgets (polls, quizzes, predictions, sliders), and shoppable elements (add to cart or complete transactions directly from the ad).

Why Do Interactive CTV Ads Outperform Standard Formats?

Interactive CTV formats achieve engagement rates of 5-15% compared to 0.5-2% for standard CTV video ads — a 3-10x improvement driven by active cognitive processing, memory encoding, self-selected engagement, and format novelty.

Interaction requires active cognitive processing (the viewer must think about and decide to engage), which creates a memory-encoding event that improves brand recall. The viewer has self-selected into deeper engagement, and the format provides novelty in an environment dominated by passive video.

Beyond engagement rates, interactive ads provide richer data. When a viewer selects "Electric Vehicle" in a car manufacturer's interactive ad, the advertiser learns the viewer's preference — data that informs retargeting, CRM, and product marketing.

How Does SGAI Enable the Best Interactive Experiences?

SGAI's client-side rendering architecture is essential for interactive CTV ads because the viewer's device must handle input events, update the ad creative in real time, and communicate interaction data back to the ad server — capabilities SSAI cannot provide.

SSAI treats the ad as part of a pre-stitched video stream with no mechanism for altering what is displayed based on viewer input. SGAI's player receives the interactive ad creative along with its interaction logic, renders the experience locally, handles viewer input with instant responsiveness, and fires interaction beacons in real time.

StreamLayer's implementation goes further with gesture-based interactive content beyond simple button clicks. On mobile, viewers can swipe, tap, and drag elements. On CTV, the remote provides navigation, selection, and D-pad controls. The interaction model adapts to each device's input capabilities.

What Interactive Formats Work Best for Live Sports?

On-screen widgets — polls, predictions, and trivia — perform best during live sports because they tap into the real-time competitive dynamic, achieving engagement rates of 10-15% during high-engagement moments.

"Who will score the next touchdown?" prediction widgets achieve the highest engagement rates of any interactive format during live sports. The real-time competitive context of sports creates natural engagement hooks that interactive ads can leverage — every play, every possession creates a potential interaction moment.

Frequently Asked Questions

Do interactive CTV ads work on all CTV devices?

Remote-based interaction and QR codes work on all modern CTV devices. Voice interaction requires devices with built-in microphones (Amazon Fire TV, some Android TVs). On-screen widgets and shoppable elements work on all devices with adaptive interaction models.

Can interactive CTV ads be bought programmatically?

Yes. Major DSPs including The Trade Desk and DV360 support interactive CTV ad formats. SGAI platforms like StreamLayer that integrate with Google programmatic enable real-time bidding on interactive inventory.

What is the best interactive format for live sports?

On-screen widgets (polls, predictions, trivia) perform best during live sports because they tap into the real-time competitive dynamic. Prediction widgets achieve engagement rates of 10-15% during high-engagement moments.