Observed Signal · Aug 18, 2026 · Corporate Update · Source: kerv.ai · Impact: 3/5
What 30 Campaigns Revealed About Shoppable CTV Performance
KERV.ai analyzed 30 CTV campaigns run with Disney Advertising between Q3 and Q4 2025, using Lucid Measurement by Cint. The results show that shoppable, interactive creative outperformed Cint's U.S. CTV benchmarks across awareness, favorability, consideration, and purchase intent. Industry-specific lifts were particularly strong for retail consideration and QSR purchase intent. The study aims to validate that interactive CTV can drive full-funnel brand performance in premium streaming environments.
This study provides third-party-measured evidence that shoppable CTV outperforms standard CTV benchmarks across the full marketing funnel, strengthening the business case for interactive and commerce-enabled advertising in premium streaming. It also reinforces KERV's position and the growing role of retail-media-style capabilities within connected TV.
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Key Takeaways & Evidence Grounding
- KERV.ai analyzed 30 CTV campaigns executed with Disney Advertising between Q3 and Q4 2025.
- Shoppable CTV outperformed Cint benchmarks by 2.4x for awareness, 5.5x for favorability, 4.3x for consideration, and 4.1x for purchase intent lift.
- Retail campaigns achieved a 10.6x higher consideration lift; QSR campaigns achieved an 8.7x higher purchase intent lift.
- Additional KERV research with Growthing and Dynata found 43% of viewers would shop related products and 48% would take action on relevant ads.
- Quotes included Jamie Power (SVP Addressable Sales, Disney), Marika Roque (CSO, KERV), and Laura Manning (SVP Measurement, Cint).
Connected Companies & Entities
“KERV.ai is the AI-powered video intelligence company that conducted the study and provided interactive, shoppable creative formats for the 3...”
“Disney Advertising partnered with KERV.ai to execute the 30 CTV campaigns across premium streaming inventory and provided executive commenta...”
“Cint's Lucid Measurement platform provided the brand lift measurement and U.S. CTV benchmarks used to evaluate campaign performance.”
“Dynata collaborated with KERV.ai and Growthing on consumer research indicating strong viewer interest in shopping products shown in content.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV-first 70/30 Blueprint for Full-Funnel Growth
The article argues that connected TV (CTV) has matured from a branding channel into a measurable performance medium when treated like digital advertising. It recommends a 70/30 media blueprint — 70% investment in CTV and 30% in mobile, OLV, display and pause ads — reinforced by CRM-driven targeting, cross-device measurement, and verifiable incrementality (log-level attribution). The piece cites Pinterest’s acquisition of TVScientific as evidence of the industry shift and highlights a cited campaign where the CTV-first approach produced 2.1x ROAS and a 20-day average time-to-conversion for a high-end fitness e-tailer.
Rethink Shoppable TV: Focus on Targeted Ads Instead
The article argues that shoppable TV — interactive overlays, QR codes, and remote-control checkout on connected TV (CTV) — has low consumer adoption and disrupts the viewing experience. Citing industry data that only 10% of U.S. adults have purchased via shoppable CTV formats, the piece says the format is being pushed to fit click‑based attribution frameworks rather than responding to viewer behavior. Television is described as a primarily passive medium that drives awareness and brand lift over time, not immediate on-screen purchases. The recommended alternative is to treat CTV as a performance channel by investing in hyper-targeted audiences, experimenting with skippable ads to surface relevance signals, adopting viewer-first media buying, building first‑party data strategies and measuring impact via incrementality studies rather than click-through metrics.
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