State of the Industry Report on Interactive Video

This State of the Industry report, sponsored by PadSquad, examines how brands and agencies utilize interactive videos to enhance advertising experiences. The report reveals that connected TV and social platforms currently dominate interactive video campaigns, yet significant untapped opportunities exist within the open web. As traditional video formats struggle to maintain viewer attention, interactive video emerges as a crucial tool for brands to engage audiences. The report details how advertisers leverage interactive features such as shoppable elements and personalized content to drive engagement and improve ROI. It also discusses the challenges and opportunities in the digital video advertising landscape, highlighting that while many brands are investing heavily in video, a notable gap remains in the open web advertising space. The findings are based on a survey of 90 brand and agency respondents, providing insights into current usage patterns and performance metrics related to interactive video advertising.