The key difference between 'engagement' and 'interaction' in CTV Advertising.
Debate continues to stir within the Connected TV advertising world as to whether or not inviting consumers to 'do something' with/because of an ad on TV fits within the lean-back environment the ad is being seen in. The reason why there's so much debate is because the notion of involvement is so loose. At a basic level, are you: Asking the viewer to use their TV remote control in a way that means they're manipulating the ad itself? Asking the viewer to use their phone? The fa