During this festive season, Connected TV or CTV has emerged as the star performer for consumer electronics advertisers, with 91% viewers watching CTV ads to completion, as per a report by Vdo.ai.
The Consumer Electronics Ad Engagement Benchmark Study, which analysed over 200 campaigns, found that the average video completion rate on CTV rose to 91%, from 87% last year.
The report further revealed that interactive display formats are seeing a parallel surge in engagement. Click-through rates are rising quickly, with Eastern India showing a CTR of 0.39%, compared to 0.26% last year. Formats like Scratch to Reveal ads have gained the most popularity. This approach turns brand discovery into an interactive experience.
The findings come as consumer electronics ad spending is projected to grow more than 20% year-on-year this festive quarter, with brands increasingly diverting budgets toward CTV and high-engagement display formats.
“Such a high video completion rate is not simply a function of placement but of format and intent,” said Arjit Sachdeva, co-founder and CEO of Vdo.ai. “Consumer electronics are inherently research-driven — buyers spend time evaluating specs, reviews and demonstrations before purchase. In that context, CTV’s distraction-free canvas lets brands tell longer, clearer stories that viewers are willing to watch to the end.”