Axios Event: Brands lean in as viewers embrace interactive ads on TV and mobile

CANNES, France – Connected TV is providing interactive and personalized experiences, attendees said at a roundtable discussion event on June 19 at the Cannes Lions International Festival of Creativity.

Why it matters: Connected TV, or CTV, for streaming is moving beyond passive viewing, driving business outcomes for brands.

Axios' Kerry Flynn moderated the June 19 discussion, sponsored by Samsung Ads.

What they're saying: Interactive ads are gaining traction as a new way to engage viewers, attendees said.

• "I think that technical capabilities to do it … is really what's driving it," said Kargo CEO Harry Kargman of the adoption of interactive shopping experiences.
• "There was always a fundamental desire to do it. … Until very recently, there wasn't almost a universal way to do it," he added, naming pause ads as an example of an ad solution that has been able to scale.
• "What we're seeing is so many CTV companies are working with us to drive viewership, and that is something that is happening quite successfully," said Gabrielle Heyman, Zynga's vice president of global brand sales and partnerships. "A lot of them are using interactive ads to do that."

What we're seeing: Speakers also emphasized the importance of the connection between mobile and TV screens.

• Domenic DiMeglio, Paramount Streaming's chief marketing officer and chief data officer, discussed how the brand is testing interactive trivia during new seasons of TV shows. Viewers scan QR codes to access the feature.
• "For those that do engage, it's actually driving overall deeper streaming time and more engagement," he said.
• "I think there's a misnomer that the best way to drive someone to watch TV is to put an ad on the TV, because that's not necessarily the case. … People are going to use their phones when they watch TV," Heyman said.