Interactive TV has “been there, done that” in the past, but technology, consumer behavior, and data capabilities have finally aligned for a real breakthrough. Our white paper, in partnership with Adeia, lays out the obstacles that have held back CTV interactivity and how to overcome them.

Friction Points for Users & Advertisers

  • 80% of consumers express concerns about data privacy and security when interacting with TV features, and half worry specifically about personal data safety.
  • Fragmented ad formats across CTV platforms force advertisers to customize campaigns repeatedly, while the lack of industry standards hampers scaling and consistent user experiences.

Actionable Strategies

  • Simplify Interactivity - Redesign remotes with dedicated buttons for “info” or “buy,” and explore gesture-based controls to reduce clicks and friction.
  • Leverage First-Party Data - CTV platforms have a wealth of household and viewing-pattern data. Use it to personalize shoppable ads and dynamic offer placements.
  • Embrace Cross-Platform Standards - Support OAuth2.0 third-party sign-ins and common payment wallets (Amazon, Apple Pay, etc.) to streamline user authentication and checkout.
  • Optimize QR Codes & Dual-Screen Flows - Integrate invisible and visible QR codes in ads, and send push notifications to mobile devices to guide viewers from TV to their phones for purchase completion.

The key to scaling interactive CTV lies in reducing user friction, standardizing advertiser workflows, and weaving in proven e-commerce mechanics. With these strategies, CTV platforms and brands can convert viewers into buyers and unlock a whole new revenue ecosystem.

This white paper, in partnership with Adeia, is an urgent call to action for CTV platforms, streaming providers, and advertisers to prioritize interactivity and leverage the technology and data already at their disposal to strengthen their competitive and financial position. This research highlights consumer interest, use, and preferences for interactive features across TV and mobile viewing devices and platforms, including shoppable advertisements. It also identifies key challenges and offers actionable strategies to navigate them effectively.

Download the white paper - Interactive & Shoppable TV: Next Wave of CTV Revenues