Interactive CTV ads enable the viewer to take an action in response to the ad — scanning a QR code, pressing OK on their remote, picking up their phone. They turn CTV from a one-way broadcast channel into a response channel.
Interactive formats available in India today:
- QR code ads: A QR code displayed during the ad that the viewer scans on their phone. Works on any CTV platform — no integration needed. Scan rates 1–4%. The most practical and widely deployed interactive CTV format in India.
- WhatsApp / SMS triggers: TV ad shows a WhatsApp number or short code. Viewer sends a message and receives a response. Proven India activation. No platform dependency.
- YouTube DCO (Director Mix): Personalised video ad variation via DV360 — a form of interactive personalisation rather than viewer-triggered interactivity.
- Amazon Fire TV shoppable: Product cards and cart integration for Amazon sellers via Amazon DSP.
Limited / bespoke in India: Remote-click overlay ads (Samsung, Android TV only), poll and vote ads (Hotstar direct deal for specific content).
Not yet standardised: Voice-triggered ads, SIMID-based interactive formats, native shoppable checkout on JioCinema/Hotstar.
Full guide
For a complete explanation, read: Interactive CTV ads explained: what they are and how they work