Strategies for Incorporating Interactive TV and CTV Technology into Marketing Strategies

The Rise of Interactive TV and CTV Technology: How Brands Can Adapt to the Streaming Era

In a world where streaming services are gaining popularity at a rapid pace, brands are facing the challenge of adapting their media strategies to keep up with the changing landscape. According to recent data, digital video is set to dominate linear TV, growing 32% faster than total media consumption. This trend highlights the importance of incorporating interactive TV and CTV (Connected TV) technology into marketing strategies to stay relevant and engage with audiences effectively.

Ed Abis, the CEO of Dizplai, a leading content creation company, emphasizes the need for brands to invest in interactive TV and CTV technology to create engaging experiences that resonate with their target audience. Abis outlines key pieces of advice for brands looking to incorporate this technology into their 2025 budgets:

1. Prioritize high-quality presentations: First impressions matter, and a professional and polished interactive experience can enhance credibility and encourage viewer engagement. Investing in production value, visually appealing interfaces, and seamless user experiences can attract and retain viewers effectively.

2. Actively involve your audience: Value audience contributions by incorporating their input into your programming through comments, polls, or user-generated content. This shows that you value their opinions and encourages ongoing engagement, creating a feedback loop that keeps viewers interested and engaged.

3. Develop a clear interaction strategy: Customize your interactive approach based on the type of content and audience expectations. Plan ahead and integrate interactive elements into your content planning from the beginning to ensure a seamless and engaging experience for viewers.

4. Leverage technology to enhance engagement: Use interactive tools like real-time polls, prediction games, or interactive scorecards to engage your audience effectively. Collaborate with the latest interactive technologies to enhance viewer participation and provide valuable insights for your content.

5. Understand and meet audience expectations: Modern audiences expect to interact with content, not just passively consume it. Acknowledge viewer desires for engagement, value their contributions, and be responsive to their feedback to build stronger connections and loyalty.

6. Build long-term loyalty: Foster a community by regularly engaging with your audience and creating ongoing opportunities for interaction. Make interactivity a consistent part of your content strategy to encourage viewers to return and participate again.

7. Set realistic expectations: Manage limitations, be transparent about how audience interactions will be used, and prioritize quality interactions over quantity. Focus on featuring select contributions that add value to the content for a more effective engagement strategy.

In essence, brands should aim to create interactive experiences that are visually appealing, engaging, and genuinely connect with their audience. By valuing audience participation and integrating it thoughtfully into their content, brands can differentiate themselves in the competitive streaming landscape and achieve long-term success with interactive TV and CTV technology.