The state of interactive video: How shoppable, personalized and clickable video elements are driving brand engagement and ROI

This State of the Industry report, sponsored by PadSquad, explores how brands and agencies deploy interactive videos for more relevant and engaging advertising experiences.

The digital video advertising market surpassed $191 billion in 2024, yet brands face an increasingly difficult challenge: capturing and maintaining audience attention in an oversaturated media landscape. Traditional video formats are losing their effectiveness as consumers encounter hundreds of video ads daily across multiple platforms and devices.

Interactive video advertising has emerged as a solution, transforming passive viewers into active participants through shoppable elements, playable ads, polls and other engaging features. These capabilities not only have the potential to increase engagement rates but they can also provide advertisers with real-time data about audience preferences and behaviors.

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