Skip to content

A Deeper Dive into Interactive Ads

July 28, 2021

In our last Big Village Pulse release, we discovered that even though interactive advertisements are relatively new, 49% of consumers have seen/experienced an interactive advertisement. We decided to take a deeper dive into interactive ads to find out what types of interactive ads consumers engaged with, and how the numbers change by generation as well as household composition.

Take a look below to find out more!

Interactive Ad Types

Among various interactive ad types, ads that prompt consumers to complete a quick survey had the highest engagement/interaction.

“I think interactive ads would be great if they had a multiple choice answer option to determine products that suit your likes and personality” – Millennial

Interactive Ad Use by Generation

Gen Z is most likely to engage with interactive ads, whereas Baby Boomers are least likely to engage with interactive ads.

“I find this kind of ad annoying, since I’m not usually interested but I have to interact with it to proceed with watching my show.” – Baby Boomer

Interactive Ad Use from Children

Households with children under the age of 18 engage more with interactive ads than households without children under the age of 18.

“I would want it to be something fun, maybe in the form of a game or something to make it seem like it’s a cool activity to interact with it. Just scrolling through something or clicking here and there wouldn’t appeal to me. I’d be more likely to just skip over anything like that.” – Millennial

This Online CARAVAN® omnibus survey was conducted on July 7-9, 2021. Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative. Written by the CARAVAN team at Big Village Insights. Learn more about our Online CARAVAN® omnibus surveys here. Contact us at for more information.

Big Village’s CTV Hive is an always-on online community offering turnkey CTV viewer insight on advertising, products, and services, as well as rich audience understanding through video and photo diaries, guided storytelling and digital collaging.