The Evolution of Shopping in CTV Advertising
There’s no doubt that commerce-driven advertising and CTV are converging in a meaningful way. According to the IAB, one-third of ad buyers plan to increase their investment in commerce ads in 2025. This is due to consumer demand – in a recent survey by LG, over 40% of viewers say they want to purchase directly from TV ads.
We’re seeing this shift in our own data, which we regularly share with eMarketer for use in industry charts and graphics. Our latest findings reveal a spike in engagement with interactive formats, measured through first-party data that captures when a viewer clicks their remote to interact with an ad.
This growth in interaction—especially with formats like advergames and dynamic geolocator ads—is likely driven by two key factors:
Viewers are becoming increasingly accustomed to interactive CTV ad experiences.
CTV technology has evolved, enabling the creation of more engaging and personalized formats, such as trivia, games, and tailored messages.
CTV Shopping Isn’t the Same as Mobile or Web
While “shoppable” is a buzzword in the CTV space, success depends on understanding the unique nature of the TV purchase journey. CTV viewers are in a lean-back, entertainment-focused mindset. Video ads are crafted to use their full duration for brand storytelling—not immediate transactions.
Unlike mobile or desktop ads, CTV conversions often happen after the ad ends, with purchase decisions playing out over days, weeks, or even months. That’s why, in our 2024 research with MediaScience, 95% of consumers said they preferred an “add to cart” option over “buy now.”
Despite this extended decision window, CTV drives real impact:
79% of consumers say TV ads influence their purchasing decisions.
Nearly half have made purchases after seeing a TV ad.
Even if conversions aren’t instant, CTV plays a critical role in the purchase funnel.
QR codes aren’t the answer
Many advertisers have turned to adding QR codes to their CTV ads in search of quick attribution. The idea is sound— after all, most people watch TV with their phones nearby—but the execution doesn’t align with actual behavior.
Our first-party data shows that QR codes consistently underperform compared to other interactive CTV formats. The median scan rate is just 0.004%, meaning a campaign with 10 million impressions would yield only 400 scans. In contrast, remote-interactive ads are more than 150x more effective.
One of the key issues with QR codes is that they don’t communicate what happens after the scan—leaving viewers unsure and unlikely to act. A more effective approach involves dynamic, on-screen interactive elements that clearly guide the viewer. For example, showing nearby store locations or localized promotions can drive action, and the outcomes of these interactions can be measured via web visitation or foot traffic studies.
These methods offer a far more comprehensive—and realistic—view of campaign effectiveness than QR codes alone.
Interactive Ads Move Viewers Through the Funnel
Interactive formats are already proving their value. With our partners at MediaScience, we found that even just one exposure to an interactive ad drives 36% higher unaided brand awareness compared to one exposure to a standard video.
Our newest formats— like our new advergames that are used by brands like Topgolf and State Farm—are particularly effective, generating engagement rates of 4.6% or higher (six times our overall benchmark).
The reality is that shoppable CTV technology isn't just coming—it's already here. Success in this space doesn't require waiting for future innovations but understanding how to effectively use current capabilities to meet consumers where they are in their purchase journey.
To learn more about our innovative formats, head over to our Experience Library. Or, to see more of our industry stats, head over to eMarketer, where you’ll see our charts with our data as well as various other insights.
