As interactive and shoppable connected TV (CTV) formats gain traction, marketers are realizing that their power extends beyond direct conversions—they’re shaping the future of brand awareness.

In Digiday’s latest report, industry leaders shared how evolving CTV advertising strategies are reshaping engagement across sectors. For many brands, interactive units—ranging from QR code activations to carousel-style ad choices—are driving deeper viewer interaction and measurable lifts in awareness.

noted one agency leader. Research supports the trend: studies show interactive ads increase brand favorability and capture viewer attention more effectively than traditional formats.

At Mile Marker, SVP of Client Solutions Mariana Walsh explained how the agency’s clients are testing these new formats across industries like pharma and consumer packaged goods (CPG).

“They moved to interactive units last quarter and they were definitely more effective,” Walsh said. “One client, an over-the-counter medication brand, saw a 6.7% lift in brand favorability, while a CPG brand saw a 12% lift in brand awareness.”

These findings underscore that while the user experience for QR-based commerce remains a work in progress, interactive CTV ads are proving highly effective at driving awareness and brand engagement at scale.

As Walsh emphasized, brands that view CTV not only as a performance channel but also as a storytelling platform are positioning themselves for long-term success.

“It’s about understanding how interactivity can build a stronger connection—not just a transaction.”

Read the full article on Digiday: Brand advertisers find awareness niche for shoppable CTV formats 

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