The Impact of Interactive Ads on Streaming TV

Streaming audience reach is expected to be about 55 million viewers in 2024, and ad spend is forecast to be an increasing $33B in 2025. There’s no turning back towards linear, but the industry continues to largely depend on the traditional linear ad format: a 30s video. As platforms push remaining viewers toward streaming and advertisers follow, how can advertisers utilize streaming to stand out and breakthrough?

OBJECTIVE & METHODOLOGY

To answer this question, BrightLine partnered with MediaScience to understand the independent and incremental impact of interactive streaming overlays. In this study, we compare the relative impact of a single exposure to either a standard video or interactive ad when viewed individually and, separately, when paired together. The study also compares one interactive ad exposure to two interactive ad exposures.

Study Design

Results

Standard Video vs Interactive

A single exposure to an interactive ad leads to +36% stronger unaided brand recall than a single exposure to a standard video unit. Four-fifths of viewers were able to correctly identify the advertiser.

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‍‍‍Standard Video vs Interactive

A single exposure to an interactive ad leads to +36% stronger unaided brand recall than a single exposure to a standard video unit. Four-fifths of viewers were able to correctly identify the advertiser.

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Increased Frequency Impact

Two exposures of the interactive ad also increase unaided and aided recall metrics further than one alone.