LAS VEGAS – Amazon Ads and Publicis Media unveiled new research on interactive video advertising at CES 2026. The joint thought leadership study focuses on interactive formats in streaming TV.
“Yes, we’re really excited to announce and release the Joint Thought Leadership Study with Publicis Media today at CES,” Maggie Zhang, head of global video measurement GTM at Amazon, told Lisa Granatstein, Editorial Director of Beet.TV.
The research reflects shifting viewership from linear television to streaming platforms. Advertisers are increasingly drawn to streaming TV for reach and interactivity, Zhang said.
“As viewership continues to shift from linear TV to streaming TV, more advertisers realize the power of streaming TV advertising with a combination of scaled reach and digital interactivity,” she said.
Amazon and Publicis set out to quantify that effect. The research included more than 7,000 consumers, 10 brands, and eight interactive formats.
Consumers favor interactive ads over standard video
The study revealed strong consumer preference for interactivity. More than four out of five respondents found interactive ads more engaging.
“Consumers actually overwhelmingly prefer interactive video ad in ad formats over standard video ads,” Zhang said. “They think the interactive formats are more engaging and more attention grabbing,” she said.
Interactive ads also outperformed standard video across several metrics. These included memorability, noticeability, and purchase intent. Consumers valued the ability to act without disrupting viewing.
“The truth is, consumers value the ability to take action, whether it is adding stuff to cart or seeking more information while still watching the content and without leaving the content,” Zhang said.
Engagement translates into business outcomes
Zhang said the engagement lift translates into measurable business results. She added that engagement connects to full-funnel performance, with gains from brand opinion through recommendation.
“Interactive formats actually drive significant impact across the consumer’s purchase funnel,” she said.
Measuring effectiveness through brand and real time signals
Amazon measures performance through multiple approaches. One includes traditional brand metrics such as awareness, consideration and purchase intent.
Another comes from real time engagement signals, such as clicks, scans and purchase-linked actions. Amazon encourages advertisers to review both signal types together, she said.
Interactive formats work across verticals
The study tested both endemic and non-endemic brands. Some sold on Amazon. Others did not.
“What we found is interactive formats actually worked and delivered across different verticals,” Zhang said. “What really matters is not about vertical, it’s about aligning a brand’s objective with the right format and the right call-to-action,” she said.
For Amazon sellers, conversion-focused actions perform best.
“We’ll recommend add to card with specific call-to-action that lead to direct purchase capabilities on Amazon,” Zhang said.
For non Amazon brands, discovery actions matter more.
“More discovery focused formats and call to action will drive more value to them,” she said.
Simplicity and context matter as formats scale
Zhang said interactive video represents a shift for streaming TV advertising. The goal is to enhance the viewer experience.
“Our ultimate goal is to drive more insights, drive more thought leadership to enhance that viewer experience,” Zhang said.
The research surfaced several best practices. Viewers prefer effortless interactions.
“They want more natural, effortless type of interaction instead of menu or disruptive ones,” Zhang said.
Context matters, while urgency can further drive action.
“We should pair the interactive formats with comedy or action type of genre,” she said. “Call-to-action messaging can drive value, can drive urgency,” Zhang said.
This includes time-based offers and pricing signals.
“So that can convey value, relevance, even urgency for consumers to take action,” she said.
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