Dedicated interactive and localized ad formats are the new focus in CTV arms race

Interactive and shoppable ads are becoming a common sight on TV screens. And they’re likely to feature a bigger variety of brands in the future as the ad formats arms race, alongside other efforts to lure small business advertisers, between streamers and platforms heats up.

CTV providers have been leaning hard on such formats in recent months to attract more small business and local advertisers to TV for the first time.

Amazon, for example, launched location-based interactive video ads during its UnBoxed conference earlier this month; the feature allows advertisers to flight localized content through a single buy and can automatically add “Send to Phone” or “Sign up today” interactive buttons to video creative assets. The formats are currently available only on Prime Video inventory.

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