New Research: Interactive Video Creates Untapped Opportunity for Brand Engagement
Interactive video advertising, positioned to capture a significant share of the $191 billion digital video advertising market, is transforming how brands engage audiences by turning passive viewers into active participants through shoppable elements, personalized content, and clickable features that drive measurable business outcomes.
To understand how brands and agencies are leveraging interactive video capabilities, Padsquad, in partnership with Digiday, surveyed 90 brand and agency respondents about their current video investments, performance outcomes, strategies for interactive video campaigns.
As traditional video formats lose effectiveness in an oversaturated media landscape, brands are seeking solutions that create participatory experiences and generate actionable insights. The study found that interactive video represents a critical opportunity for advertisers to transform passive viewers into active participants, creating deeper engagement and driving measurable business outcomes through shoppable, personalized, and clickable experiences.
