Beyond Skip Buttons: How Interactive Video Ads Elevate Engagement

For years, success in digital video advertising was measured by views and impressions. But let’s be honest, just because someone saw an ad doesn’t mean they actually engaged with it. With ads popping up all day long across different devices, most are quickly forgotten because they never invited the viewer to participate. In fact, audiences have become more selective with their attention, and brands are rethinking what makes an ad experience meaningful. Instead of settling for passive exposure, they’re looking for ways to truly connect, drive action, and create something that sticks. 

The Challenge: Moving Beyond Passive Video Ad Views 

Whether it’s a skippable pre roll ad, an outstream video on mobile, or a big-screen spot on CTV, most video ads follow the same formula: play, hope for a view, and move on. But with so much competition for attention, that’s no longer enough. Brands are starting to see the gap between people watching their ads and actually doing something afterward. The challenge is to bridge that gap with ad experiences that are more interactive and engaging, without interrupting the viewer. 

The Strategy: Making Video Ads Interactive Across Every Screen 

Audiences don’t just live on one device, and neither should your video strategy. Creating interactive video ads across desktop, mobile, and CTV ensures your brand meets people where they are, with experiences tailored to how they watch and engage on each screen. Whether it’s tapping through a product carousel on mobile, interacting with a pre roll ad on desktop, or scanning a QR code from a Connected TV, the goal is the same: turning passive moments into meaningful ones. By designing interactive video ads for every screen, brands can create a consistent, immersive experience that drives real connection and action no matter the platform. 
 
Imagine someone watching a CTV ad for a new sneaker launch. Instead of just showing a 30-second spot, the ad includes a QR code that lets the viewer browse available styles on their phone, and maybe even try them on virtually. Meanwhile, someone scrolling a news site on mobile gets an outstream video ad with a swipeable gallery and a one-click option to purchase. These moments are personalized, non-disruptive, and drive people closer to the point of conversion. 

The Results: Higher Engagement, Better ROI for Advertisers 

When viewers are part of the experience, the results speak for themselves. Interactive video ads often lead to longer watch times, higher click-through rates, and stronger post-view conversions. On CTV, where traditional measurement can be tricky, interactive formats offer clearer paths to track performance and drive real outcomes. Across the board, brands are seeing better ROI, more efficient spend, and deeper insights into what actually drives people to act. 

• A recent study from Innovid found that Interactive CTV campaigns drive up to 10.3x higher engagement for advertisers.
• According to HubSpot, consumers are up to 47% more likely to engage with a video ad when it includes interactive elements. 

The Takeaway: Interactive Video Ads are the Future of Engagement 

Today’s audiences don’t just want to be told, they want to be involved. By using interactive video ads across pre roll, outstream, and CTV placements, brands can turn everyday ad experiences into something that leaves a lasting impression in consumers’ minds. It’s a shift from simply being seen to actually being felt. And for marketers, that’s where the real value lies. 

Ready to turn passive viewers into active participants? Let’s build interactive video experiences that deliver better results on every screen.