Interactivity in CTV: How 'shoppable' ads are revolutionizing the viewer experience

Interactivity in Connected TV (CTV) is redefining how people watch, interact with, and shop through their screens. One of the latest innovations in this format: Shoppable Ads.

Interactivity in CTV: How 'Shoppable' ads are revolutionizing the viewer experience

Interactivity in Connected TV (CTV) is redefining how people watch, interact with, and shop through their screens. Shoppable ads, one of the latest innovations in this format, allow viewers to purchase products with just a few clicks from their TVs, enriching the shopping experience and enhancing the effectiveness of advertising campaigns.

The rise of shoppable ads in Latin America

Latin America is witnessing significant growth in CTV adoption. According to an eMarketer study, households with access to CTV in Mexico, Brazil, and Argentina represent an increasing percentage of internet users, with digital ad spending on these devices expected to grow at double-digit rates annually until 2025.

This shift in digital consumption has turned shoppable ads into a key tool for connecting consumers with brands in an interactive and contextual manner.

Consumption data: Argentina, Brazil, and Mexico in the CTV era

• In Mexico, approximately 57% of online consumers have expressed interest in purchasing products directly from their connected TV devices, according to a 2023 Statista report. This type of interaction demonstrates CTV’s potential to capitalize on consumers' moments of immediate interest.
• In Argentina, 65% of CTV users actively search for recommended products while consuming content, and more than half have completed at least one purchase from their TV in 2023. The preference for shopping from large devices like CTV reflects a shift in consumer behavior that brands are beginning to capitalize on.
• In Brazil, one of the region’s fastest-growing CTV markets, interactive advertising has enabled advertisers to increase conversion rates by up to 35% compared to traditional ads, according to IAB Brazil data.

Advanced technology and targeting: the secret behind interactive ads

Kivi, a leader in CTV solutions in Latin America, is at the forefront of creating interactive on-screen experiences. With tools like Track TV, we help brands identify users’ specific interests in real time and precisely personalize their ads. For instance, AI algorithms not only display relevant products but also make recommendations based on purchasing behavior and key moments of user interest.

The personalization and targeting of ads benefit brands by optimizing budgets and focusing on audiences more likely to interact and purchase. The technology behind these ads can identify consumption patterns, ensuring messages reach the right consumers at the ideal moment.

In Kivi campaigns, 42% of consumers in the region have shown increased purchase intent after viewing personalized CTV ads.

A seamless shopping experience for consumers

Shoppable ads are designed to integrate intuitively into the viewing experience. This means viewers can click to learn more about a product without interrupting the stream or being redirected to a mobile or desktop website. In countries like Mexico, Argentina, and Brazil, where 76% of online users seek attractive deals and benefits, this seamless shopping process enhances the experience and strengthens brand relationships.

With the ongoing evolution of CTV technology, the interactivity and personalization of shoppable ads are poised for continued growth. At Kivi, we are leading the shift toward more interactive and effective advertising across Latin America.