Notable interactive ads from 2024

As more TV viewership moves to streaming, brands are chasing those eyeballs by investing more in CTV advertising. By 2027, brands will spend more than $40 billion on CTV ads, according to eMarketer. 

CTV offers more than a growing audience. Because of streaming's digital nature, CTV advertising also allows brands to engage directly with their audiences. Interactive ads transform television into a lean-forward experience. Through product galleries, digital coupons, and QR codes, interactive ads create shoppable experiences, enabling advertisers to compress the funnel and quickly move potential customers from awareness to purchase with features like store locators and add-to-cart buttons. 

Interactive ads perform well. Innovid data shows that interactive ads generate an average of 73.14 additional seconds of consumer engagement compared with pre-roll.  

Innovid helped hundreds of brands and agencies generate billions of impressions with interactive ads this past year. Below are a handful of notable interactive and shoppable ads that Innovid helped create in 2024 with our easily customizable interactive formats. These examples might help stir your creativity to see what you can do with interactive advertising for your organization.     

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Advertiser: Paramount+’s “Halo”

Comment: Paramount+ used the unprecedented streaming audience of the 2024 Super Bowl to run interactive ads, promoting content such as “Halo” and “Fire Country.” The objective was to make subscribers more “sticky” on the Paramount+ platform past the Super Bowl. Using their remotes, viewers could engage with interactive overlays on the screen to add the advertised shows to their personalized watchlists. The “add-to-watchlist” interactive ads delivered strong performance with an engagement rate 6% higher than Innovid benchmarks.

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Advertiser: Oura Ring 

Comment: This shoppable ad introduces the Oura Ring 4, a tool that tracks an individual’s physical activity and health. This spot features a “Shop Now” button that enables viewers to click through with their TV remote control to a landing page with a QR code. The code allows consumers to access a special sale price on the product. 

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Advertiser: Taco John’s 

Comment: This shoppable ad for Taco John’s introduces the restaurant’s new Beefy Tostado and then attempts to quickly move the viewer from awareness to purchase with a prominent “Order Now” button. With their remotes, consumers can click through to a QR code to get the tostada delivered to their door ASAP. 

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‍Advertiser: Mahindra

Comment: Mahindra, an automotive manufacturer based in India, ran an interactive advertising campaign in Australia. Using a canvas carousel, the ad offered viewers a “choose-your-own-adventure” experience. Consumers could dive deeper into the new Mahindra XUV700 by clicking on various video options, such as a factory tour or customer testimonials.  

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Advertiser: Sierra Nevada 

Comment: In this interactive ad, Sierra Nevada used a canvas carousel to promote two of its leading brands: Sierra Nevada Pale Al and Hazy Little Thing IPA. With a TV remote control, the viewer can engage with this ad, toggling between an image of each beer can individually or the two of them together.

You can use Innovid’s technology to create your own CTV interactive ads to drive engagement and compress the funnel. 

Dive deeper into shoppable ads. Download our “Holiday Shoppable Advertising Unwrapped” guide today. 

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