Observed Signal · Jan 6, 2026 · Technical Release · Source: AdExchanger · Impact: 4/5 · Sentiment: Positive
Interactive Ads Boost Engagement and Brand Impact
AdExchanger reports on new research conducted with Publicis Media and Latitude examining interactive video ads across multiple formats and CTAs. The study surveyed more than 7,800 people nationwide and involved ten brands, including some that sell on Amazon and some that do not, and was released during CES. Findings show that when viewers can interact—such as adding items to cart, exploring products, or requesting more information—ads command more attention, engagement, and perceived relevance, translating to impact across the marketing funnel. For brands that sell on Amazon, interactive ads yielded 7-point lift in noticeability, 9-point lift in convenience, and 11-point lift in perceived innovation for add-to-cart CTAs, especially when paired with Prime Day deals. The research also found lifts of 3-4 percentage points in brand opinion, consideration, purchase intent, and recommendation for Amazon sellers, and a 4-point lift in brand opinion for non-Amazon brands. Practical takeaways emphasize simplicity, content-format alignment, CTAs aligned with the audience journey, and budget for testing interactive formats in 2026.
Large-scale study showing measurable uplifts from interactive video ads and guidance for 2026 budgets.
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Key Takeaways & Evidence Grounding
- A study by AdExchanger in partnership with Publicis Media and Latitude tested multiple interactive video ad formats with varying CTAs, surveying more than 7,800 people nationwide and involving ten brands; the results were released during CES.
- Across all formats, viewers using interactive ads reported higher engagement, attention, and relevance, with 79% more engaging, 78% more attention-grabbing, and 72% finding them more relevant.
- For brands selling on Amazon, interactive ads with an add-to-cart CTA delivered a 7-point lift in noticeability, 9-point lift in convenience, and 11-point lift in perceived innovation (often with Prime Day-like deals).
- Overall, interactive ads produced a 3-4 percentage point lift in brand opinion, consideration, purchase intent, and recommendation for Amazon-sellers, and a 4-point lift in brand opinion for non-Amazon brands.
- Best practices include keeping formats simple, matching to content genre, aligning CTAs with the viewer journey, using promotional messaging for urgency, and planning a 2026 budget with testing frameworks.
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Amazon Ads Shares Interactive Video Best Practices at CES
At CES 2026, Amazon Ads presented new research and practical guidance on interactive video ads, co-reported with Publicis Media. Maggie Zhang, head of global video measurement GTM at Amazon Ads, told AdExchanger that simplicity drives engagement—viewers prefer quick, in-stream actions such as add-to-cart that don’t interrupt the video experience. Zhang recommended that marketers explore interactive opportunities on Amazon Prime Video and prioritize certain genres shown to generate higher engagement when planning 2026 video strategies. The session emphasized straightforward call-to-action mechanics to improve impact without disrupting viewers.
Amazon Ads Unveils Key Interactive Video Insights at CES 2026
Amazon Ads and Publicis Media presented research on interactive video advertising at CES 2026, highlighting that simpler, quicker interactivity tends to boost engagement. Maggie Zhang, head of global video measurement GTM at Amazon Ads, told AdExchanger that viewers prefer straightforward experiences, such as add-to-cart actions that can be completed without leaving the video. The discussion offered practical guidance for 2026 video strategies, including interactive opportunities on Amazon Prime Video and recommendations on which genres to target to maximize engagement. The piece notes that marketers should prioritize streamlined interactive elements to avoid interrupting the viewing experience while still leveraging Prime Video for interactivity. The conversation underlines ongoing collaboration between Amazon Ads and Publicis Media to study viewer responses to interactive video within connected TV and streaming contexts, as observed at CES 2026.
Video Advertising Effectiveness Goes Beyond Viewability and VTR
In an interview with ADZINE, Olaf-Norman Brandt, likely a representative of a company within the Score Media Group, discusses the evolving effectiveness of video advertising. He argues that traditional metrics like viewability and view-through rate (VTR) are insufficient and should be supplemented with attention metrics and interaction signals. Brandt highlights the importance of editorial context for high engagement and explains how interactive video formats, based on the IAB's SIMID standard, enable granular measurement of user engagement. He cites a campaign for Velux using a slider to demonstrate product features and mentions retail media scenarios where users can customize product combinations. Brandt notes the potential of combining video with retail media and CTV to bring ads closer to purchase decisions, while cautioning against simply repurposing TV spots for all screens. He also touches on the role of AI in campaign optimization and workflow efficiencies, emphasizing the need for context-appropriate creativity.
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