Quantifying Curiosity: The Science Behind Interactive CTV Ads

Media Stage

Interactive CTV ads are generating buzz -but are they truly impactful? In this session, BrightLine – joined by Warner Bros. Discovery and MediaScience – will present new research showing that viewer engagement is the key to stronger outcomes across the funnel, from brand recall to purchase intent.

Join us for an inside look at our latest research, learn how MediaScience measures impact in the lab, and hear Warner Bros. Discovery’s perspective on bringing these insights to life in practice.

Speakers

Key Takeaways

  1. 1.Remote control ads are the pinnacle of interactivity, garnering the highest engagement rates compared to non-remote controlled formats.
  2. 2.Higher engagement = higher impact. The higher the household engagement rate, the higher the brand recall and purchase intent.
  3. 3.Interactive ads lift brand metrics across the board, including brand recall, brand favorability, ad likeability, brand interest, and purchase intent.

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