It’s upfront season, and the ad industry has been buzzing with star-studded events and sneak peeks at next season’s hottest content. But while the spotlight is on passive screen time, don’t overlook the opportunity to engage audiences in more active, lean-in environments. 

Our clients have seen 3-4x higher engagement when pairing CTV and Zero-Party Ads –  interactive video & display ads that collect feedback from ad viewers.

By layering Zero-Party Ads into your digital plan you:

• Extend the reach of your TV creative
• Boost audience engagement
• Open a direct line of communication with your audience 
• Uncover the kinds of insights that passive media alone can’t deliver

Zero-Party Ads don’t just offer impressions, but instead are opportunities to ask a question that tells you how people really feel about your brand:

• How did the ad make people feel? 
• Which products are they eyeing? 
• Are they likely to buy from you? If not, why? 

That’s zero-party data in action: insights directly from consumers in real time. 

By customizing interactions across devices and formats, we deliver a seamless, connected brand experience across every screen:

Types of Engagement Experiences

Zero-Party Ads unlock a range of interactive formats designed to drive deeper engagement and gather actionable insights. Some of the most effective use cases include:

Product Preferences
Let viewers explore your offerings through an interactive carousel or ask them which product categories interest them most. Based on their response, direct them to relevant content or tailor the follow-up message accordingly.

Brand Perception
Gauge how your audience feels about your brand in real time. In-ad surveys help you identify which creative, message, or placement is driving the most positive sentiment, so you can optimize accordingly.

Audience Validation
One apparel brand used Zero-Party Ads to validate their CTV strategy aimed at outdoor enthusiasts. They retargeted CTV viewers with interactive online video ads asking questions like, “Do you enjoy spending time on the water?” to understand if they were reaching their ideal customer profile.  The result: 72% said yes, confirming their targeting was on track and their messaging was resonating across screens.

Zero-Party Ads extend your CTV ads to lean-in environments across screens while providing real-time feedback.  Pair it with your CTV strategy, and suddenly your media buy isn’t just broad, it’s smart.