{"id":8197,"date":"2024-03-15T13:36:06","date_gmt":"2024-03-15T13:36:06","guid":{"rendered":"https:\/\/oko.uk\/?p=8197"},"modified":"2024-03-15T13:36:06","modified_gmt":"2024-03-15T13:36:06","slug":"interactive-ctv-ads-the-next-level","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/interactive-ctv-ads-the-next-level\/","title":{"rendered":"Interactive CTV Ads: The Next Level"},"content":{"rendered":"

CTV ads allow for unprecedented amounts of interactivity, and that engagement translates into a real boost to your ROI.\u00a0 In this blog post, we explain the basics of this game-changing technology.<\/span><\/p>\n

Sean Kelly | Senior Content Writer
\n<\/span>March 15, 2024<\/span><\/p>\n

In the days of linear TV, getting customers to take action on your ads was a difficult and often murky process. After all, nobody was going to take a break in the middle of \u201cSeinfeld\u201d to go shop at a store, right that minute. In order to coax consumers into action, you had to implant ideas that they\u2019d remember and act on at a more opportune time, like during business hours or over the weekend. And if you were successfully able to get customers to remember your promotional offer or catchy jingle for long enough, tracing that customer behavior back to the ads you\u2019d placed was mostly circumstantial.<\/span><\/p>\n

Now, thanks to Connected TVs, a slew of interactive solutions means that customers can act on your ad messaging without ever moving from their seats, in ways that are easier to track than ever.\u00a0<\/span><\/p>\n

In this blog post, we\u2019ll walk you through the basics of this exciting new innovation, and why you should consider implementing it in your next round of CTV ads (you <\/span>are<\/span><\/i> running CTV ads, right?)<\/span><\/p>\n

Case Study<\/i><\/b>: find out how OKO was able to boost Loop Media\u2019s revenue by 500% \u2014 <\/span><\/i>on the first day.<\/span><\/i><\/a><\/p>\n

What is Interactive CTV?<\/strong><\/h2>\n

In the olden days, the closest most of us got to an \u201cinteractive\u201d commercial were the ones that came with an 800 number and four easy payments of $19.95 \u2014 along with the promise that, if you called before the end of the commercial break, you\u2019d receive an additional free gift. These commercials, for \u201cAs Seen On TV\u201d-branded products (like <\/span>\u201cThe Clapper\u201d<\/span><\/a>), compilation CDs (like <\/span>\u201cPure Moods\u201d<\/span><\/a>), and specialty medical equipment (\u201cI\u2019ve <\/span>fallen<\/span><\/a> and I can\u2019t get up!\u201d), were a mainstay during daytime TV commercial breaks and middle-of-the-night infomercials.\u00a0<\/span><\/p>\n

They came with a lot of downsides, however. Traditional broadcast commercials tended to be pricey airtime, so the ads could only air during those wonky hours when people with the most disposable income were either at work or asleep. They were also poorly-targeted: an ad running during \u201cJudge Judy\u201d could be viewed by retirees, people with night jobs, or kids who were home sick from school. And in the days of corded phones, expecting someone to go through all the steps of leaving the couch, grabbing a wallet, and going to get the phone in the kitchen was a pretty high barrier to activation.<\/span><\/p>\n

Interactive CTV is a specialty form of <\/span>Connected TV advertising<\/span><\/a> that allows viewers to interface directly with the ad content on their screens, through a variety of methods like clickable links, QR codes, and more. Similar to the interactivity of online banner ads, interactive CTV ads take what we\u2019ve learned in that space and combine it with what we\u2019ve learned from decades of linear broadcast advertising, resulting in creatives that are easy to interact with, better targeting, and less-expensive airtime.<\/span><\/p>\n

Types of Interactive CTV Ads<\/strong><\/h2>\n

There are new types of Interactive CTV ads being created all the time, but some are emerging as particularly successful while others are still in their infancy. Some prime examples include:<\/span><\/p>\n