Home

The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads

The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads

Mobile shoppable video ads are interactive ads designed to connect consumers with products, services, or merchants within the ad itself. They can provide product learning and exploration, links to additional information and in some cases may enable click-to-buy capabilities within the ad.

In this IAB study, “The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads,” we explored shoppable mobile video ads and how consumers interact with them. We focused on video-based interactive ads in a mobile web environment with the goal of understanding what initial calls to action work best and addressing questions such as:

  • Do mobile shoppable video ads with call-to-actions (CTAs) get consumers’ attention?
  • Which CTAs work best in getting consumers’ attention?
  •  

    You must be an IAB Member to continue reading.

    To receive IAB member benefits, you must be employed by one of our member companies and have a verified business email address associated with your account.

     

     

    If have an IAB Portal account, please create a new account on iab.com and we will link to your records. If you're logged in and believe you are seeing this message in error, log out and try with another account or contact us about your company's membership status.

    Contact [email protected] with press inquiries.