New research shows viewers don't just want to watch your ads—they want to interact with them

Viewers aren't just watching streaming content anymore—they're living in it. And while they're streaming, they're telling us something important about how they want to experience advertising. They want to do more than watch. They want to engage.

At CES, Amazon Ads and Publicis Media are unveiling research that shows how interactive video ads (IVA) are changing how advertising works on streaming TV. Our study reveals that when viewers can interact with ads—whether that's adding to cart, exploring a product, or asking for more info—they pay more attention, remember more, and take action. And the impact shows up across every stage of the marketing funnel.

The research

We partnered with third-party research firm Latitude to test multiple IVA formats with varying calls-to-action (CTA), surveying more than 7,800 people nationwide. Ten brands participated—some that sell on Amazon, some that don't—giving us a diverse look at how interactivity performs across categories and creative approaches. The result? One of the most comprehensive studies on interactive video advertising we've done, with clear insights for brands planning their 2026 strategies.

What we learned

More than three in four viewers say interactive ads are more engaging and attention-grabbing than standard video ads. The numbers: 79% find them more engaging, 78% say they're more attention-grabbing, and 72% say they feel more relevant.¹

Percentage of respondents that said interactive video ads are more engaging, attention-grabbing, and relevant than standard video ads.

Why? Because they can actually do something. Viewers appreciate seeing pricing, discovering deals, or saving products for later—all without leaving what they're watching. This preference holds whether you sell on Amazon or not, which tells us something important: It's the interactivity itself that improves the experience.

Here's where it gets interesting. For brands that sell on Amazon, interactive ads drove 3–4 percentage point lifts in brand opinion, consideration, purchase intent, and recommendation compared to standard ads.² Even for brands without direct purchase options, interactive ads proved valuable for awareness, achieving a 4-percentage point lift in brand opinion.³ The takeaway: Interactive ads transform passive viewing into immediate action. And that action translates into results at every stage of the funnel.

Not all interactive elements perform equally. Viewers showed clear preferences for direct, transparent CTAs. For brands selling on Amazon, ads that featured the "add-to-cart" CTA, including some with Prime Day deal badges or other limited-time offers, drove a 7-percentage point lift in noticeability, 9 points in convenience, and 11 points in perceived innovation.⁴ The pattern is clear: Interactivity works when it aligns with what viewers naturally want to do next—buy now, learn more, or save for later.

Pairing interactivity with deals creates a powerful combination. When viewers see pricing or limited time offers alongside the ability to act immediately, attention spikes. The data backs this up: 81% say promotional interactive formats are more engaging than standard ads, 80% say they're more attention-grabbing, and 75% say they're more relevant.⁵
Value plus urgency plus immediate action equals results.

Percentage of respondents that said promotional interactive formats are more engaging, attention-grabbing, and relevant than standard video ads.

Viewers consistently favor interactive experiences that feel effortless. They don't want to type in phone numbers. They want convenience.

Context matters too. Interactive ads pair naturally with comedy and action content, where the tone and pacing align with the interactive format. From this research, four best practices emerged:

1. Keep it simple and convenient
2. Match your ad to the content genre
3. Align CTAs with where viewers are in their journey
4. Use promotional messaging strategically to create urgency

What this means for you

With this research in mind, it’s time to get interactive. Here’s what you can do: Start by testing one interactive format in an upcoming campaign. Match your format to your goal: use "add-to-cart" for immediate sales, or "learn more" options for awareness. Review your current video assets to identify where interactivity could add value. As you plan for 2026, allocate budget specifically for interactive formats. Partner with your Amazon Ads team to identify which formats align with your objectives and set up testing frameworks. Now is your chance to do more than just talk to your customers. It’s time to engage with them.

About the Author

Maggie Zhang leads Global Video Measurement GTM at Amazon Ads where she is responsible for developing and executing the global video measurement and currency GTM strategy across Amazon’s video advertising portfolio. Her career spans leadership roles on both the buy-side (agency), sell-side (platform and network), trade associations, and academia. Prior to Amazon Ads, she held senior leadership positions at NBCU, Dentsu, IAB, and Magid.

Sources

^1-5 Latitude, Interactive ad value study, US, 2025. TOTAL SAMPLE N=7,845.