Observed Signal · Aug 27, 2026 · Market Signal · Source: Celtra · Impact: 4/5
Interactive Ads Create a More Engaging Advertising Experience
New Celtra blog post discusses how interactive ads can create a more engaging advertising experience.
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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.
Young Audiences Drive Interactive CTV
Dan Black, Head of CTV UK at Teads, explains that younger audiences grew up with different TV experiences and are more open to interacting with ads on connected TV. He argues that this openness enables brands to experiment with interactive formats, including QR codes that viewers can scan to engage with brands or access additional content, potentially raising brand awareness as ads appear on the living room screen. The discussion touches on broader CTV innovations, such as dynamic creative and measurement approaches that align with a video-led, cross-screen strategy. Black emphasizes that the TV environment is evolving toward more immersive, measurable experiences, and brands should explore how QR-driven interaction and other interactive tactics can be woven into future campaigns. The interview was filmed at VideoWeek Roadmap 2025 and reflects the industry's interest in expanding interactivity on CTV.
Hot Spots in AI Advertising Startups
Marketecture surveys the AI-driven advertising startup landscape, arguing that AI-for-ads has evolved into several distinct approaches rather than a single universal solution. It highlights three flavors of AI-for-creatives (AI tools for designers like Flora; general ad-creation tools led by Celtra; and social-channel focus), notes Viant’s AI media-planning demo that generates a plan from a prompt, and discusses two key challenges in AI-enabled media planning: data access and agency reluctance to outsourcing. On the buy-side, the piece flags exits Scibids (acquired by DoubleVerify) and Greenbids (acquired by Perion), while naming independent players Cognitiv, Chalice, Swym, and Biddable Assets. It points to cross-channel optimization efforts from Mint.ai and Fluency (the latter’s $40M raise), and highlights sell-side activity around AdCP and AI-generated campaigns by PubMatic. Overall, the author remains cautiously optimistic about 2025–2026 for agentic, AI-powered advertising tools and ecosystems.
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