Connected TV (CTV) advertising has exploded as streaming audiences have shifted away from traditional linear TV. But what’s truly transforming the landscape is the rise of interactive CTV ads — those that invite the viewer to do something while watching. For subscription-driven businesses, this innovation opens up a powerful new top-of-funnel channel that connects awareness directly to conversion.
CTV is a natural extension of the subscriber journey — one that, when combined with informed onboarding and paywall experiences, creates a seamless, measurable path from big-screen exposure to paying user.
What Are Interactive CTV Ads?
Interactive CTV ads enable viewers to engage directly with an advertisement using features like QR codes, remote clicks, polls, or shoppable elements. Instead of passively watching a brand message, the viewer can respond immediately — scanning a code, choosing an option, or even making a purchase without leaving the couch.
Unlike traditional broadcast spots, these ads are delivered digitally via streaming devices and Smart TVs (Roku, Fire TV, Google TV, Samsung, LG, and Apple TV). This means advertisers can leverage data targeting, performance measurement, and interactivity — capabilities once limited to web and mobile.
Common Interactive CTV Ad Formats
Below is a quick reference chart of the main interactive formats used in connected TV advertising today:
Format
Description
Use Case for Subscription Apps
QR Code Overlay
A QR code appears on-screen, prompting viewers to scan with their phones. The scan leads to a landing page, mobile web, or app.
Ideal for driving viewers directly into a Nami-built onboarding flow or paywall experience.
Remote-Control Response
Viewers use their remote to interact — e.g., click “Learn More” or “Start Trial.”
Best for platforms with native interactivity (Roku, Fire TV) to capture immediate interest.
Shoppable / Carousel Ads
Displays multiple products or content options to browse via remote.
Could highlight subscription tiers, premium bundles, or exclusive offers.
Gamified / Poll Ads
Simple games, quizzes, or polls embedded in the ad to boost engagement.
Build awareness or preference profiles before serving a targeted trial offer.
Pause / Contextual Overlays
Ads triggered when the viewer pauses content or during contextual moments.
Unique brand awareness plays for publishers or streaming services.
An example of an interactive CTV ad with a QR code, prompting viewers to scan and start a free trial.
Why Interactive CTV Ads Matter for Subscription Businesses
For subscription-based apps — streaming services, digital publishers, fitness platforms — CTV ads solve a long-standing problem: the gap between awareness and action.
Historically, TV advertising has been great for brand exposure but weak for direct conversion. With interactivity, a viewer can instantly move from watching a 30-second CTV ad spot to engaging with your service on their phone.
Consider the flow:
Watch – A user sees your interactive CTV ad during their favorite streaming show.
Scan – They scan a QR code offering “30 days free” or “exclusive early access.”
Engage – The scan takes them to a Nami-built onboarding flow.
Convert – They subscribe via Nami’s optimized paywall.
This creates a frictionless top-of-funnel-to-conversion journey — measurable, trackable, and consistent from the TV screen to the app experience.
Interactive features are expanding rapidly across connected TV platforms, and Roku may be ahead of the curve. Through Roku Ads Manager, advertisers can now create Action Ads — interactive units that let viewers engage with your brand directly from their Roku remote. Whether they’re requesting more information or shopping on the spot, these experiences illustrate how quickly CTV is evolving toward frictionless interactivity, where every viewer interaction can lead to a subscription or conversion.
Some platforms, like Roku and Amazon Fire TV, support interactive ads that let viewers engage directly using their CTV remote control — bridging the gap between brand awareness and instant conversion.
For enterprise subscription brands, this means CTV is no longer just a branding play, it’s a performancemarketingchannelcapable of driving measurable acquisition and retention.
Paramount+ 's interactive CTV ad for Halo ran during the Super Bowl in 2024 and prompted viewers to save the film to their watch list for future viewing.
Nami’s platform already powers the mid and bottom of the funnel — onboarding flows, paywalls, and subscriber analytics. Now, with interactive CTV ads feeding directly into those experiences, brands can own the entire subscriber journey:
CTV Ad → QR Scan or Embedded Interaction→ Nami Onboarding Flow → Nami Paywall → Subscription Experience
This unified approach ensures consistent messaging, streamlined UX, and clear attribution from first impression with an interactive CTV ad to recurring revenue. It’s the bridge between marketing and monetization, and it’s what modern subscription growth demands.
Key Takeaways
CTV ads are the new top-of-funnel frontier for subscriber growth.
Interactivity turns awareness into measurable action.
Nami connects the journey from interactive CTV ad to subscriber conversion.
Ready to connect your next campaign from the big screen to the checkout screen?
With 15+ years in SaaS and digital innovation, Lindsay Giachetti helps enterprise product and marketing leaders turn subscription solutions into meaningful, revenue-driving experiences.
She has had the privilege of working with brands like Apple, Google, and Warner Media, shaping strategies that connect creativity, data, and technology. Today at Nami ML, Lindsay leads product marketing and partner engagement, helping enterprise teams grow smarter through personalization that scales.
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