As streaming services gain popularity, brands must adapt their media strategies. Digital video will dominate linear TV, growing 32% faster than total media, demonstrating the importance of incorporating interactive TV and CTV technology into marketing strategies.
Ed Abis, CEO of Dizplai, advises brands to invest in interactive TV and CTV technology by creating engaging experiences that resonate with their audience. Here are some key pieces of advice outlined by Abis that brands need to consider as they put this tech into their 2025 budgets.
Prioritize high-quality presentations. First impressions matter. Ensure that the interactive experience looks professional and polished. A high-quality presentation enhances credibility and encourages viewers to engage. If the content seems subpar, audiences may assume it isn’t worth their time. You have to invest in production value. Allocate resources to develop visually appealing interfaces and seamless user experiences. This investment pays off by attracting and retaining viewers.
Actively involve your audience. Value audience contributions. When you invite viewers to participate — whether through comments, polls or user-generated content — make sure to incorporate their input into your programming. This shows that you value their opinions and encourages ongoing engagement where you can create a feedback loop. Audiences are more likely to stay engaged if they see their contributions reflected in the content. Even if you can’t use everyone’s input due to time or space constraints, featuring a selection of audience interactions can make a significant difference.
Develop a clear interaction strategy. Different types of content require different interactive approaches. For example, a live sports event will have different engagement opportunities compared to a scripted drama. Customize your strategy to fit the content and the audience’s expectations. Additionally, remember to plan ahead. Don’t leave interactivity as an afterthought. Integrate interactive elements into your content planning from the beginning to ensure a seamless experience.
Leverage technology to enhance engagement. Use interactive tools to engage your audience. Incorporate features like real-time polls, prediction games or interactive scorecards. For instance, we collaborated with Sky UK to create an interactive boxing scorecard that allowed fans to score each round while watching the match. This not only increased engagement but also provided valuable insights that were incorporated into the broadcast.
The second component of this is to innovate with new technologies. Stay updated with the latest interactive technologies and consider how they can be integrated into your content to enhance viewer participation.
Understand and meet audience expectations. It is important to acknowledge the desire for engagement. Modern audiences expect to interact with content, not just consume it passively. Recognize that viewers want their voices heard and their opinions valued and be responsive. If you ask for audience input, be prepared to act on it. Ignoring audience contributions can lead to disengagement.
Build long-term loyalty. Fostering a community by regularly engaging with your audience helps build a loyal viewer base. Interactive experiences encourage viewers to return and participate again. Do this by creating ongoing opportunities for engagement. Make interactivity a consistent part of your content strategy, not just a one-time feature.
Set realistic expectations. Manage limitations and be transparent. While it’s important to use audience input, it’s also necessary to acknowledge that not all contributions can be featured. Be transparent about how audience interactions will be used. Focus on quality interactions. Prioritize meaningful engagement over quantity. Featuring select contributions that add value to the content can be more effective than trying to include everything.
In essence, brands should aim to create interactive experiences that are not only visually appealing but also genuinely engaging. By valuing audience participation and integrating it thoughtfully into your content, you enhance the viewing experience and build stronger connections with your audience. This approach not only differentiates your brand but also contributes to long-term success with interactive TV and CTV technology.
As the CEO of Dizplai, Ed leads a team of experts who create active and engaging content campaigns and solutions for brands and audiences across multiple channels and platforms. With over 20 years of experience in the content and digital product industry, Ed has a deep understanding of how to connect with consumers and deliver value for clients.