Interactive Video Ads Drive 3X Higher Purchase Intent, Study Reveals

NEW YORK, NY – March 05, 2026 – In a digital landscape where consumer attention is measured in seconds, new research indicates that the long-standing dominance of the traditional pre-roll video ad may be coming to an end. A landmark study released today reveals that video ads enhanced with interactive elements drive three times higher purchase intent compared to their passive, standard counterparts.

The findings are from a comprehensive report titled “Small Shifts. Big Lifts: Where Video Meets Interaction for Full Funnel Impact,” a collaborative effort between the creative adtech firm PadSquad and OM Media Trials, the specialized research arm of Omnicom Media. The study provides some of the most compelling evidence to date that a fundamental pivot from interruptive advertising to engaging experiences is not just a theoretical ideal, but a data-backed necessity for brand survival and growth.

With studies showing that 85% of online ads lose viewer attention after a mere 2.5 seconds, the report tackles the industry's most pressing question: how can brands make a meaningful impact in a fleeting moment? The answer, it seems, lies in giving the viewer something to do.

The Data-Backed Case Against Passive Ads

The research, which analyzed responses from over 4,800 consumers across 42 different video ad creatives in the technology, travel, retail, and food sectors, paints a stark picture of the performance gap between old and new video formats. The results move far beyond simple click metrics, measuring tangible impact on brand health and consumer behavior.

According to the report, enhanced video formats delivered a 16 percent lift in unaided ad recall, demonstrating a significantly more memorable brand presence. Even more striking was a 100 percent lift in the perception that a brand “stands out from the competition”—a critical differentiator in crowded markets.

“These findings confirm what we’re seeing across the industry: interactivity is one of the most effective tools for influencing consumer decision-making,” said Lance Wolder, Head of Strategy at PadSquad, in the official release. “When brands make digital ads more intuitive and more human, consumers respond.”

The study’s most significant findings relate to the bottom of the marketing funnel. Among consumers already in the market for a product, enhanced video drove a +6-point lift in purchase intent. Standard pre-roll video, by comparison, only managed a +2-point lift. The effect was even more pronounced for brands looking to capture new customers; interactive formats generated 2.5 times higher purchase intent among consumers who had a low prior affinity for the brand.

An Industry-Wide Pivot Toward Engagement

The PadSquad and OM Media Trials report does not exist in a vacuum. It arrives amidst a growing chorus of industry data all pointing in the same direction. Earlier this year, separate research from Amazon Ads, conducted with Publicis Media and Latitude, found that 79% of streaming TV viewers found interactive video ads (IVAs) to be more engaging than standard video ads. That study revealed that IVAs drove significant lifts in brand opinion, consideration, and purchase intent, even for brands not sold on Amazon’s platform.

Together, these studies suggest a definitive industry-wide trend. The one-way monologue of traditional advertising is being replaced by a two-way dialogue, where consumers are invited to participate rather than being forced to wait. This shift is particularly relevant in the rapidly expanding world of Connected TV (CTV) and streaming services, where viewers are accustomed to a higher degree of control and interactivity.

“Our goal with this study was to give marketers clarity on what truly drives performance in digital video,” explained Kara Manatt, EVP of Intelligence Solutions at OM Media Trials. “The results are clear: that enhanced and interactive formats consistently outperform traditional pre-roll, especially in high-consideration categories.”

The Art and Science of Effective Interaction

While the data unequivocally supports a move to interactive formats, success is not as simple as adding a clickable button. The research underscores that the quality and nature of the interaction are paramount. The most effective interactive ads create a genuine value exchange for the consumer’s attention.

This involves moving beyond basic calls-to-action and designing experiences that are intuitive, helpful, and non-disruptive. For example, allowing a viewer to explore different product colors, view pricing information, or save a deal for later without ever leaving the streaming environment transforms the ad from an interruption into a service. This approach requires a sophisticated blend of creative artistry and user experience (UX) design.

Marketers are also being forced to rethink how they measure success. The era of judging a video ad’s performance by its click-through rate is fading. Instead, a more nuanced set of KPIs is emerging, including engagement rate (the percentage of viewers who interact), time spent with interactive elements, and detailed funnel analysis that tracks the user’s journey from interaction to conversion. These metrics provide a much richer understanding of an ad’s true impact on consumer behavior and brand perception.

Navigating the New Advertising Landscape

The implications of this research are profound and far-reaching, presenting both a challenge and an opportunity for the entire advertising ecosystem. For CMOs and brand managers, the data provides a clear mandate to re-evaluate media budgets and creative strategies. Investing in interactive creative is no longer a speculative experiment but a proven method for maximizing return on investment in a competitive digital environment.

For creative agencies and production houses, the shift demands new skill sets. The ability to craft compelling narratives must now be paired with expertise in UX/UI design, interactive technology, and data analysis. The most successful agencies will be those that can build teams capable of producing these complex, high-performing ad experiences.

As the industry continues to grapple with signal loss and the demand for greater accountability, studies like “Small Shifts. Big Lifts” provide a crucial roadmap. They demonstrate that the path to better performance lies not in shouting louder, but in creating smarter, more respectful, and more engaging connections with consumers. The data strongly suggests that brands that deliver experiences that help consumers explore, compare, and shop will be the ones that ultimately win their loyalty and their business.