Shoppable CTV Benchmarks 2026: Interactive Ads Lift Brand Metrics 3 to 4 Points

Interactive and shoppable CTV ads beat standard video by roughly 3 to 4 points on brand opinion, consideration, purchase intent and recommendation, according to the largest 2026 study we found (Amazon Ads and Publicis Media, N=7,845). Engaged households do better: 55% purchase intent versus 42% for lower-engagement viewers. Hard sales benchmarks for shoppable CTV do not yet exist.

The short version: what the shoppable CTV data says

Shoppable CTV is the use of interactive formats on connected TV, such as add-to-cart buttons, remote-control prompts and QR codes, that let a viewer act on an ad without leaving the screen. It is a young format, and the public data is thinner than for ordinary CTV. That is why this post separates what was measured from what is only claimed.

Three findings hold up across sources. First, viewers say interactive ads feel more engaging than standard video. Second, brand metrics move by a few points on average and by double digits when a household actually interacts. Third, nobody has published a trustworthy conversion or sales benchmark. If a vendor quotes you a shoppable CTV ROAS number, ask for the study.

NAMEX 2026 Interactive CTV Benchmark Table

Every row below traces to a named source we read in full on 5 November 2026. Where a source gave no figure, we left the row out rather than fill it.

The NAMEX synthesis: what to plan for

We combined the three studies that report lift to give you a planning range. Amazon Ads and Publicis Media measured interactive versus standard video and found 3 to 4 points. BrightLine and MediaScience measured high versus low engagement and found a 13 point purchase-intent gap and a 16 point recall gap. EMARKETER measured adoption, not lift, and shows the audience that will act is still a minority.

Our planning figure: expect 3 to 4 points of average brand lift from putting an interactive format in the mix, and treat 10 to 16 points as the ceiling you only reach on the households that actually engage. These two numbers answer different questions, so do not average them. The first is what your whole audience gets. The second is what an engaged viewer gets.

What the Amazon and Publicis Media study actually found

Amazon Ads published the study on 6 January 2026. Research firm Latitude surveyed 7,845 people across ten brands, some that sell on Amazon and some that do not, using several interactive formats. Brands that sell on Amazon saw 3 to 4 point lifts in brand opinion, consideration, purchase intent and recommendation versus standard ads. Brands with no purchase option still gained about 4 points in brand opinion.

Two cautions. This is vendor-reported research, and the lift figures are survey-based perception measures, not sales. Coverage of the same study by Beet.TV on 11 January 2026 cites a sample of more than 7,000 and says more than four out of five found interactive ads more engaging, while Amazon's own page says 79%. We use Amazon's primary page and flag the gap.

What the BrightLine and MediaScience study found

BrightLine ran a controlled study with MediaScience using 700 participants in a simulated 30-minute streaming session with 64 ads. Ads were sorted into high, moderate and low engagement tiers. The top tier averaged 64% brand recall against 48% for the bottom tier, and 55% purchase intent against 42%.

Note what this measures. It compares engaged ads with unengaged ones. It does not compare interactive ads with standard ads, and BrightLine sells interactive formats. Read it as proof that engagement matters, not proof that every interactive unit will engage.

Are viewers actually buying?

Some are, mostly younger ones. EMARKETER reports nearly 18% of 18-to-34-year-olds have bought through shoppable CTV versus 10% of the general audience. It also reports CTV engagement per impression rose to 1.94% in Q2 2025 from 1.0% a year earlier. That is the strongest public sign that interaction is growing, though it is a platform-wide average and not specific to shoppable units.

On QR codes, LG Ad Solutions reports 71% of CTV viewers keep a phone nearby and 62% are open to scanning. Openness is not scanning. We found no credible published scan-rate benchmark, and one worked example we read assumed a 0.05% scan rate against a 0.17% break-even, an assumption the author labeled as their own. The practical lesson is to compute your own break-even before you buy a QR format.

A related benchmark: our CTV CPM, completion and ROAS benchmarks give the baseline cost that any interactive premium sits on top of, and streaming CPMs by platform show where the inventory is priced.

How to use these benchmarks in a plan

1. Set a brand-lift target, not a ROAS target. Use the 3 to 4 point range as your base case for a whole-audience brand study.
2. Run a holdout. Without a control group you cannot separate interactive lift from the lift standard CTV already gives. Our guide to measuring CTV attribution covers the setup.
3. Price the interactive premium. Ask for the interactive CPM and divide it by the point of lift you expect.
4. Calculate QR break-even first. Use your CPM, order value and booking rate to find the scan rate you need.
5. Start with retargeting audiences. People who already know you are the most likely to engage, as we show in our CTV retargeting setup guide.

If you want a second set of eyes on whether interactive CTV belongs in your plan, request a free audit of your current media mix and we will show where the format fits and where it does not.

Where shoppable CTV fits against linear and standard CTV

Shoppable formats do not replace the basics. Reach, frequency and clean measurement still decide most results, and the move of budget from linear TV is covered in CTV vs linear TV ad spend in 2026. For a plain-English walkthrough of the formats themselves, see how shoppable CTV ads work. If you want help buying CTV in Ontario, our Toronto CTV advertising agency page and our programmatic services explain how we price and run it, with CPM-based pricing and no minimum spend.

What we could not verify

We found no named-source benchmark for shoppable CTV click-through rate, conversion rate, cost per acquisition or CPM premium. Several vendor blogs publish such figures without a study behind them, so we left them out. We also did not read the full BrightLine whitepaper, only coverage of it, so its methodology beyond the 700-participant design is unverified. As new studies appear we will update this table.

Methodology

This benchmark draws on the Amazon Ads and Publicis Media interactive video ads study (Latitude, 2025 fieldwork, published 6 January 2026), the BrightLine and MediaScience engagement study (reported October 2025), the EMARKETER Shoppable Media 2025 report and EMARKETER's 2026 shoppable media FAQ, and LG Ad Solutions data as cited by EMARKETER. All pages were retrieved on 5 November 2026. Lift figures are vendor-reported survey results, not a controlled NAMEX study. The synthesis range is our own reading of three sources and is a planning guide, not a guarantee.

Cite This Data

Cite this data: North American Media Experts, 'Shoppable CTV Benchmarks 2026: Interactive Ads Lift Brand Metrics 3 to 4 Points' (2026). https://www.namediaexperts.com/blog-posts/shoppable-ctv-benchmarks-2026-interactive-ad-lift-engagement-data

Frequently Asked Questions

What is a good lift from a shoppable CTV ad?

Plan on a 3 to 4 point lift in brand opinion, consideration, purchase intent and recommendation versus a standard video ad. That is the Amazon Ads and Publicis Media result for brands that sell on Amazon (Latitude, N=7,845, 2025). Households that actively engage can do much better: BrightLine and MediaScience saw 55% purchase intent against 42% for lower-engagement viewers.

Do QR codes work on CTV ads?

They work for a minority of viewers. EMARKETER reports 31% of consumers do not find QR codes in TV ads intrusive, and LG Ad Solutions reports 62% of CTV viewers are open to scanning. No credible public scan-rate benchmark exists, so test your own and compare it to your break-even scan rate.

Is shoppable CTV a performance channel or a brand channel?

Today the evidence is stronger for brand outcomes than for sales. The Amazon and BrightLine studies measured awareness, consideration and intent, not revenue. Treat shoppable CTV as a brand-plus-response format and measure it with a holdout, not last click.

How much more does shoppable CTV cost than standard CTV?

We could not find a credible, named-source CPM premium for shoppable formats, so we do not publish one. Ask your platform for its interactive CPM, then compare it to the standard CTV CPM ranges in our CTV benchmark post.

Who is buying through shoppable CTV?

Younger viewers lead. EMARKETER reports nearly 18% of 18-to-34-year-olds have bought through shoppable CTV, compared with 10% of the general audience.

Plan Your Interactive CTV Test

Not sure whether shoppable CTV is worth the premium for your category? Book an intro call with Ryan or request a free audit. For anything else, get in touch.