A 2023 study conducted by Parks Associates showed that interactive video can increase engagement for streaming platforms, and interactive ads might produce the same effect for advertisers.
From the article, "Fubo to Launch Pause Ads and Interactive Commercials in Bid to Raise Revenues and Boost Engagement" by David Satin.
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Parks Associates found that there was little difference when it came to concerns about someone controlling smart products uninvited versus accessing the historical data products generate. In both case...
