VDO.AI has published a report revealing that consumer engagement with Connected TV (CTV) ads in the consumer electronics segment has reached record levels.
The Consumer Electronics Ad Engagement Benchmark Study, which analysed over 200 campaigns, found an average video completion rate (VCR) of 91 per cent, up from 87 per cent last year, cementing CTV’s position as a key channel for discovery and conversion in the category.
The study also noted a sharp rise in interactive Display ad performance, with Click-Through Rates (CTR) peaking at 0.39 per cent in Eastern India, the highest across all regions, compared to 0.26 per cent last year. This growth underscores the increasing traction of consumer-initiated engagement formats, which are reshaping how brands connect with audiences.
For categories such as televisions, appliances, and personal gadgets, CTV is no longer merely a storytelling screen, it now plays an integral role in the consumer’s research and decision-making journey.
With ad completion rates exceeding 90 per cent, CTV enables brands to move viewers seamlessly from awareness to consideration. Meanwhile, interactive display formats like Scratch-to-Reveal ads are enhancing recall and engagement at moments of active browsing, transforming advertising from a passive to an active experience.
Commenting on the findings, Arjit Sachdeva, Co-founder & CEO, VDO.AI, said, “Our study suggests that such a high video completion rate is not just about placement but about intent and storytelling. Consumer electronics buyers are research-driven, they spend time evaluating before purchase. CTV’s distraction-free environment allows brands to tell deeper stories, and when paired with engaging display formats, it leads to measurable performance uplift.”
According to industry projections, India’s consumer electronics ad spends are set to grow over 20 per cent year-on-year during the festive quarter. VDO.AI’s insights indicate that this growth will be led by formats that blend entertainment, interactivity, and purchase intent, positioning CTV and interactive display as the cornerstones of future brand strategies.
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