Interactive direct response ordering via CTV (Connected TV) is becoming a game-changer in advertising.

It allows viewers – your targeted prospects – to engage with ads directly from their TV screen — to:

  • buy products
  • request more info
  • download an app
  • or even schedule appointments

Using just their remote, smartphone, or voice commands.

Here’s how it works with each category of CTV devices:

Targeting can be local, regional or national. Subject preferences and more can refine your selection of an audience.

Here are 5 things you should know:

  1. Smart TVs

Most modern smart TVs (like Samsung, LG, Roku TVs) are enabled for interactive ads through:

  • Remote-based interaction: Viewers use their remote to click on a prompt (e.g., “Press OK to learn more” or “Buy now”).
  • QR code integration: Ads display a scannable QR code linked to a product page or discount.
  • Voice control (for TV models with Alexa, Google Assistant, or Bixby).

Example: An ad for a supplement appears. The viewer presses OK on their remote and the options in the offer. The order is sent to the supplement company’s app or website via a synced mobile device.

  1. Streaming Devices (Roku, Fire TV, Apple TV, Chromecast)

These platforms already support interactive ad formats via partnerships with brands and ad tech firms like Innovid, BrightLine, and Roku Ads:

  • Roku: Offers “Action Ads” with prompts like “Send to phone” or “Buy with remote.”
  • Amazon Fire TV: Can link directly to Amazon shopping, allowing viewers to buy products using their Amazon account.
  • Apple TV: Integrates with Apple Pay and apps for in-ad purchasing (though more limited today than Amazon or Roku).
  • Chromecast with Google TV: Uses Google Assistant voice commands and can sync with mobile phones for deeper interaction.
  1. Gaming Consoles

While not as advanced in this area yet, some interactive possibilities include:

  • In-app browser redirection (e.g., click-throughs to brand sites).
  • QR codes or promo codes shown during video content.
  • Likely future use: Linking to digital stores (e.g., Xbox Marketplace) for movie rentals, game downloads, or cross-promotions.
  1. Set-Top Boxes (Xfinity, DirecTV, Verizon)

These providers now offer interactive ads too:

  • Xfinity: Viewers can press a button to request samples, watch longer-form content, or receive an offer via email or mobile.
  • DirecTV Stream: Uses pause ads and screen overlays with CTAs (call-to-actions).
  • Verizon: Partners with ad platforms to let users interact with ads or link to offers on their phone.

Here are some examples happening now:

  • Walmart + Roku: Let viewers buy items directly from an ad using their Roku remote.
  • Toyota: Ran CTV ads where users could request a brochure or book a test drive with one click.
  • Uber Eats: Offered shoppable ads during shows that linked to real-time delivery options.
  1. New Innovations

New strategies are developing quickly. For example, “pause” ads that come on when the pause button is hit.

Also, they’re now testing menu, home screen and screensaver ads.

So, what about you?

The Bottom Line for Marketers is be ready for the right opportunity.

That’s why our agency, CDMG is one step ahead in new trends and can help you navigate this new opportunity.

Right now, CTV can turn a passive 30, 60 or 90-second spot into a direct-response opportunity — and that means higher ROI, more leads, and real-time sales data.

Interested in testing CTV? Call Michael at 615-993-4647 or email him at [email protected].

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…and much more! 

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Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc. 

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