Interactive CTV ads go beyond one-way broadcast — they enable the viewer to take an action in response to the ad. The action might be pressing OK on their remote to access a brand experience, scanning a QR code with their phone to continue a journey on mobile, clicking through to a product page on a smart TV with a pointer interface, or responding to a poll displayed during the ad. Interactive formats turn CTV from a passive reach medium into a direct response channel, combining the scale and attention quality of TV with the measurability of digital.
The fundamental challenge of CTV interactivity
TV remotes are not designed for complex interaction. Navigating with a directional pad is slow compared to a mouse or touchscreen. This means interactive CTV experiences must be designed for the remote — simple choices (yes/no, up/down, OK), large tap targets, minimal navigation steps, and a fast exit route back to content. Any interactive format that requires more than 2–3 remote button presses to complete will see significant drop-off.
This is why QR codes have become the most practical interactive CTV format: they bypass the remote entirely and route the interaction to the phone, where the viewer can complete a much more complex journey with a familiar touchscreen interface.
Types of interactive CTV ad formats
Remote-clickable overlays: A CTA appears on screen during or after a video ad — "Press OK to learn more," "Press OK for an offer." The viewer uses their remote to interact. This requires the CTV platform to support ad interactivity in its player — not all platforms do. Samsung Tizen TVs and Android TV with Google Remote support remote-click interactions. Dedicated CTV platforms like Hotstar can enable this for specific premium placements.
QR code ads: A QR code appears during the CTV ad — either overlaid on a video unit or as part of a display placement. The viewer scans the QR code with their phone and continues the brand experience on mobile. No platform capability required beyond the ability to display the QR code as part of the creative. Works on any CTV platform, any device. The most accessible and widely used interactive CTV format in India.
Second-screen experiences: The CTV ad directs the viewer to continue on their phone — either via QR code or via an SMS/email trigger. The phone becomes a complementary screen for a richer interactive experience (product configurator, form fill, extended content, offer redemption). The TV drives awareness and triggers intent; the phone captures the conversion.
Poll and vote ads: An interactive ad presents a simple question — "Which product do you prefer?" "What matters most to you?" — with options navigable by remote. The viewer's selection is recorded and the ad responds dynamically (showing a result, thanking the viewer, tailoring subsequent messaging). Engaging in context (live sports, game shows) where audience participation is expected.
Dynamic branching ads: The ad displays a choice and the viewer's selection determines what creative plays next — a choose-your-own-adventure structure. Complex to produce and requires platform support for branching logic in the ad player. Currently rare in India CTV but used in the US by platforms like Hulu.
Interactive CTV in India: current state
QR code ads are the dominant interactive CTV format in India because they require no platform infrastructure beyond basic video capability. Any CTV platform can show a QR code. Direct-click remote interactivity requires platform support and is available on select Samsung and Android TV environments but is not standardised across India's major AVOD platforms.
Poll and vote ads have been used by Hotstar for specific sports and game show content where audience participation is part of the content format. Dynamic branching is not yet standardised in India CTV.
Measuring interactive CTV
Interactive CTV measurement varies by format. QR code ads are measured by scan rate (percentage of ad impressions that result in a QR code scan), which typically runs 0.5–3% depending on content context and audience. Remote-click ads are measured by click-through rate (typically 1–5% on well-placed remote-click CTAs). Poll ads measure response rate and can provide audience preference data. All interactive CTV measurement requires platform integration or QR tracking infrastructure that goes beyond standard VAST pixel tracking.