CTV is evolving from a passive broadcast medium into a two-way response channel. Interactive and shoppable ad formats let viewers act on what they see — scanning a QR code with their phone, continuing a brand journey on a second screen, clicking through to a product page on an ACR-enabled TV, or seeing a dynamically personalised offer based on their household data. These formats are newer, less standardised, and more complex to buy and measure — but they represent the direction the medium is moving.
In India, interactive CTV is early-stage. QR code ads are the most widely deployed format because they work on any TV without any special OS capability. Dynamic creative is available where DSP infrastructure supports it. Shoppable TV in the full Amazon-style sense requires platform investment that most India publishers have not yet made. This hub explains what each interactive and shoppable format is, where it is available in India today, and how to plan for it now vs later.
Articles in this hub
- Interactive CTV ads explained: what they are and how they work
- Shoppable TV ads: how commerce formats work on CTV and what India offers
- QR code ads on CTV: the most accessible interactive format and how to use it
- Second screen advertising on CTV: bridging TV and mobile
- Dynamic creative optimisation on CTV: personalised ads at scale
- Personalised CTV advertising: how audience data drives creative targeting
- Interactive CTV advertising in India: what is available now and what is coming
- Voice-activated CTV ads: Alexa, Google Assistant, and the future of TV interaction