The question behind the question
“Do interactive formats actually work, or do people just click past them?” is one of the most common questions in a CTV format conversation. Roku and Dentsu’s research gives a specific, sourced answer — with a specific, sourced audience behind it.
What the research found
In a Luth Research survey of 1,000 U.S. respondents — all ad-supported streamers who watch on a smart TV or streaming device and use social media weekly — 72% said they pay more attention to ads that reflect their personal interests and purchase habits. More than half expressed interest in adding a TV-advertised product to a digital cart, or purchasing directly from the TV using saved retailer credentials.
On recall specifically, Roku cites Kantar Millward Brown normative averages showing a 58% increase in unaided brand recall when video ads are combined with interactive formats, compared with standard video alone.
Where the numbers stop applying
Every figure here describes a specific, defined population: ad-supported streamers who already use a smart TV or streaming device and are active on social media weekly. That’s a meaningfully different group from “all U.S. adults,” and the 72% attention figure shouldn’t be quoted as a general-population number. The 58% recall lift is a normative average — a benchmark drawn from past campaigns in Kantar’s dataset — not a guaranteed outcome for any single flight.
Why it matters
Interactive formats are not just a creative novelty; there’s a sourced attention and recall case for them, provided the format actually gives the viewer something worth engaging with. But the strength of that case depends on keeping the audience definition and the “normative average” framing attached, rather than letting either number drift into a bigger claim than the research supports.
The takeaway: Interactive and shoppable formats have a real, measured recall advantage among engaged streaming audiences — treat the 58% as a benchmark to test against, not a promise. Talk through where interactive formats fit your plan.