Connected Television Ads Help To Drive Brand Interaction

The cord-cutting phenomenon – or canceling cable or satellite service – has led to a growing share of U.S. households becoming unreachable through traditional linear television. 

As younger consumers choose streaming services without ever considering a multichannel video programming distributor, the role of connected television is becoming more pronounced.

“The advanced creative options available on CTV, such as interactive features like QR codes, offer brands and agencies options that simply aren’t available on linear TV,” according to a report by Roundel, the media network set up by retail chain Target, and advertising-technology company Innovid. “The performance data from advanced creative speaks for itself: interactive CTV advertising produces engagement rates almost 10x higher than standard video.