CTV viewers embrace interactive formats over disruptive ads, report

TripleLift has released Taking a Pause, a study examining how creative innovation is reshaping connected television into a channel that delivers both brand impact and measurable commerce results.

The findings reveal that viewers are moving away from disruptive ad models toward interactive and consumer-friendly experiences such as Pause Ads and Shoppable CTV formats, which create value for both brands and audiences.

The research shows that 67 percent of viewers can distinguish creative formats from standard CTV ads, while 77 percent find them informative and 66 percent describe them as entertaining. Pause Ads performed especially well, achieving a 92 percent aided brand recall rate and improving positive brand perception for more than half of exposed viewers. On average, consumers pause programming for over three minutes—providing exposure twelve times longer than a standard 15-second spot.

Pause Ads drive attention and engagement

Ed Dinichert, chief revenue officer, TripleLift: "CTV is no longer just about reach. It is a canvas for creativity that can deliver measurable performance. Our report proves that when brands adapt their creative to match the unique behaviors of streaming audiences, they unlock deeper engagement and stronger results."

The study also highlights the growing popularity of Shoppable CTV formats, where 58 percent of viewers prefer larger shoppable ad windows that maintain visibility of the content. Transparent pricing and product details such as ratings and QR codes generated the highest purchase intent.

AI and commerce convergence in CTV

TripleLift’s partnerships with Amazon and Walmart reinforce its position at the intersection of media, technology, and retail, helping advertisers connect inspiration to purchase while offering publishers additional revenue opportunities.

Dave Helmreich, CEO, TripleLift: "Formats like Pause Ads and Shoppable CTV transform passive viewing into active engagement. We are giving brands the ability to show up in moments that feel natural to the consumer while helping publishers unlock premium value from their inventory. This is the future of connected TV."

The report further points to the growing influence of artificial intelligence in creative development. Half of marketers already use AI for ad copy generation, while more than one-third employ it for image and video creation. However, 91 percent believe human insight remains essential, underscoring the importance of balancing technology with creativity.

As the only Creative SSP, TripleLift combines AI, innovative formats, and premium supply to help advertisers achieve stronger results while enabling publishers to deliver engaging, non-intrusive experiences.

The full report can be accessed here

www.triplelift.com

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