Commentary

How CTV Is Making Ads More Interactive - And More Effective

• by Danyelle Horrillo , October 1, 2025

Connected TV (CTV) continues to push the boundaries of innovation, and honestly, are we even surprised? Whether consumers are deep into the latest season of “Dexter,” catching up on “It’s Always Sunny in Philadelphia,” or just looping their favorite comfort show in the background, they’re part of the many households that subscribe to multiple streaming services. With content more fragmented than ever, streaming has become the default, and we’re all in.

CTV and streaming platforms are constantly reinventing the ad experience to keep viewers engaged, especially during ad breaks. Traditional targeting and contextual relevance are no longer enough. Publishers are stepping up with creative, tech-forward solutions that make ads feel less like interruptions and more like experiences that consumers want to watch.

What’s New in CTV Ad Innovation?

QR codes make a comeback. Watching TV is now a full-on multiscreen experience. Chances are, the target viewer’s phone is always within arm’s reach, and that’s the case when they're tuned into their favorite programming. Advertisers know this and craft experiences for that constant connection. Innovid’s recent study shares that over 30% of viewers say they regularly scan QR codes while watching TV or during commercials.

Publishers are leaning into this behavior with interactive overlays, mini-games, and auto-fill sign-up pages, all designed for seamless engagement without the need to leave the couch. These units are pure gold for direct attribution, customer-initiated response, and first-party data collection.

Shoppable ads turn screens into storefronts. Think Home Shopping Network (aging myself here), but cooler. Shoppable ads let viewers scan codes for instant product access, push info directly to their phones, or sign up for offers -- all from the comfort of their living room. It’s a frictionless path from interest to action, and it’s gaining serious traction.

Pause-screen takeovers. Ever hit pause and walk away? Publishers are taking advantage of viewer pause breaks and turning them into branding opportunities with full-screen overlays or subtle messaging. It’s a clever way to boost awareness and get face time with viewers -- particularly those in households where pausing means someone’s asking a question (guilty).

In-show product placement goes digital. Virtual product placement is here, and it’s changing the game. Platforms like Amazon, Peacock, and Mirriad now offer the ability to digitally insert branded products into content after production. These ad placements blend seamlessly into the narrative, creating countless opportunities for organic brand moments that feel native to the viewing experience.

The Future Is (Still) Streaming

As more consumers shift their viewing habits toward streaming platforms, publishers are rapidly evolving their ad strategies to meet audiences where they are with smarter, more interactive formats that go beyond traditional awareness. What was once considered a space for upper-funnel branding has now transformed into a dynamic, performance-driven environment where advertisers and brands can drive real, measurable conversions.

Innovations like shoppable ads, QR code overlays, and pause-screen takeovers are turning passive viewership into active engagement, creating seamless pathways to direct action. The pace of change in the CTV space is accelerating, and the next wave of innovation—powered by AI, personalization, and cross-device integration—is already underway.