Interactive CTV ads invite the viewer to take an action during or after the ad — requesting more information, scanning a QR code, adding a product to a cart, or choosing the next scene. In markets like the US and UK, interactive CTV has moved from pilot to scaled deployment. In India, interactive CTV is early-stage: technically feasible on some platforms, but limited by remote control navigation constraints, lower smart TV penetration, and the dominance of mobile co-viewing behaviour. Understanding what is genuinely available vs what is pilot or theoretical is essential before building an interactive CTV brief in India.
Types of interactive CTV ad experiences
QR code overlays: The most practical interactive format in India CTV today. A QR code appears during or at the end of the video ad; the viewer scans it with their smartphone to open a landing page, app store listing, or offer. This format works because it uses the viewer's mobile phone as the action device — bypassing the limitations of CTV remote navigation. JioHotstar supports QR code overlays on premium inventory.
Remote-navigable choice ads: Ads where viewers use the TV remote's directional buttons to make choices — selecting a product colour, requesting a brochure, or choosing content. Technically requires an ad format that integrates with the TV OS's input system. This is limited in India to the most advanced smart TV environments (Android TV apps, Amazon Fire TV). Not available programmatically in India as of 2026.
Shoppable CTV: Ads where viewers can browse and purchase products without leaving the TV screen. Widely piloted in the US (Amazon, Roku). In India, this remains experimental — Samsung Ads has conducted pilots, and there are early-stage partnerships between OTT platforms and e-commerce players.
Second-screen companion ads: The TV plays the main video ad; simultaneously a display unit appears on the viewer's mobile phone (if it is connected to the same household Wi-Fi). This uses a separate ad server call and is orchestrated at the campaign level. Effective for driving mobile action from CTV awareness, but requires two separate creative assets and media placements.
India-specific interactive CTV constraints
Remote control as the only input: Most Indian CTV viewers navigate with a standard IR or Bluetooth remote. Unlike mobile (touchscreen) or desktop (keyboard/mouse), remotes have limited directional navigation. Interactive formats that require scrolling, typing, or complex navigation fail in practice on TV remotes.
Mobile-first co-viewing behaviour: India CTV viewing often happens with a smartphone present. QR code-based interaction leverages this naturally — the viewer uses the phone they already have in hand. This makes QR codes the highest-feasibility interactive format in India today.
Platform fragmentation: Interactive CTV experiences require publisher cooperation to implement. JioHotstar has deployed interactive formats selectively; Zee5 and SonyLIV have limited interactive inventory. Samsung TV Plus supports some interactive experiences on Samsung hardware.
Buying interactive CTV in India
Interactive CTV inventory in India is not available programmatically. These formats are sold exclusively through direct publisher sales teams as premium placements, typically with minimum campaign commitments of ₹20–50 lakh or higher for flagship interactive experiences during major properties. The creative development timeline is longer — allow 4–6 weeks for publisher review and integration testing.
Measuring interactive CTV in India
QR code scans are tracked via unique QR code URLs generated per publisher/placement. This provides a direct count of intent actions — the clearest performance signal available for CTV formats in India. Non-QR interactive CTV metrics are less standardised; publisher-reported engagement rates vary in definition. Define measurement upfront with the publisher before signing the IO.