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The State of Interactive Video Report:

The Future of Video Advertising is Interactive

The traditional 30-second video spot is no longer sufficient. In today's fragmented attention economy, interactive video is fundamentally changing how brands connect with consumers, creating participatory experiences that generate measurable engagement and actionable insights.

Download our comprehensive State of Interactive Video report to learn how brands and agencies are leveraging shoppable elements, personalized creative, and clickable experiences to drive breakthrough results in an oversaturated media landscape.

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What's Inside:

  • Platform Performance Benchmarks
    Which channels and devices deliver the strongest ROI—and where the biggest opportunities exist.
  • Investment Trends and Budget Allocation
    How leading brands are shifting video spend and adopting interactive formats.
  • Personalization and Engagement Strategies
    Proven tactics using shoppable elements, dynamic creative, and interactive storytelling.
  • Emerging Technologies and Future Outlook
    AI-powered personalization, interactive CTV, and formats poised to dominate 2025.
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Key Insights:
190
%

higher engagement rates with interactive video vs. traditional formats.

Source: Kantar 2024

52
%

of advertisers will use interactive features in 25%+ of video ads in 2025.

80
%

of brands saw increased brand awareness from video investments.

Turnkey plays to drive outcomes across the funnel

Through our research, we've unearthed simple truths about creative’s role in driving outcomes across the funnel, and created 4 turnkey plays that you can activate to step firmly into the future of high impact creative: