Key takeaway: Through a series of 30 campaigns executed with Disney Advertising, KERV.ai demonstrated that enhanced, shoppable creative in premium CTV consistently outperformed industry benchmarks across purchase intent, consideration, favorability, and awareness.
For years, connected TV (CTV) has been one of the most effective channels for building awareness. Meaningful consumer engagement, however, has largely occurred elsewhere.
That gap is beginning to close.
As streaming becomes more interactive, brands are exploring ways to let viewers engage more deeply with ads without disrupting the viewing experience. The question has been whether adding interactive experiences enhances advertising or distracts from it.
New data suggests it’s the former.
Between Q3 and Q4 of 2025, KERV.ai analyzed brand lift across 30 CTV campaigns executed with Disney Advertising, spanning multiple industries, using Lucid Measurement by Cint. Across every major brand metric measured, KERV’s enhanced creative formats outperformed Cint’s U.S. CTV benchmarks, demonstrating that interactive experiences and brand building don’t have to compete. They can strengthen one another.
Shoppable CTV transforms traditional television advertising into an interactive experience by giving viewers a frictionless way to engage with products directly from their television. Together, Disney Advertising and KERV brought interactive experiences to premium CTV by enhancing traditional ads with overlays, QR codes, and dynamic creative. Rather than asking consumers to remember a brand and search for it later, the experience made it easier to discover and engage in the moment.
How Does Shoppable CTV Perform Across the Full Sales Funnel?
“The future of streaming isn’t about balancing brand storytelling with measurable outcomes – it’s about delivering both seamlessly. We’ve proved that when campaigns are aligned with the overall viewing experience, brands can drive stronger business impact while preserving the quality and integrity of premium content. That’s a meaningful advancement for the entire ecosystem – creating greater value for advertisers, publishers, and audiences alike.” Jamie Power, SVP, Addressable Sales, Disney
Across the 30 Disney Advertising campaigns analyzed, KERV outperformed Cint’s CTV benchmarks across key KPIs:
- 2.4x higher awareness lift
- 5.5x higher favorability lift
- 4.3x higher consideration lift
- 4.1x higher purchase intent lift
Rather than improving a single KPI, shoppable CTV generated measurable lift throughout the consumer journey, from awareness to purchase intent, challenging the long-held assumption that CTV is primarily an upper-funnel channel.
Why Shoppable CTV Improves Brand Performance
The strongest advertising doesn’t force consumers to choose between watching content and engaging with a brand. It gives them a natural next step.
According to KERV.ai’s research with Growthing and Dynata, 43% of viewers say they would shop products featured in content if they were directly related to what they were watching, and 48% say they would take action when the advertising was relevant to the content on screen.
With thoughtfully designed interactive experiences, viewers can immediately learn more, explore products, or continue their journey without leaving the experience. Instead of creating an interruption, the experience becomes a continuation of attention.
How Shoppable CTV Performed Across Industries
Not every campaign has the same objective, and not every interactive experience should perform the same way.
To better understand how interactive CTV performs across different business categories, we analyzed results by industry against Cint’s category-specific benchmarks.
Retail:
- 2.8x higher Awareness Lift (+177% vs. benchmark)
- 10.6x higher Consideration Lift (+963% vs. benchmark)
Retail demonstrated especially strong mid- and upper-funnel performance.
QSR:
- 8.7x higher Purchase Intent Lift (+770% vs. benchmark)
- 3.3x higher Ad Recall Lift (+233% vs. benchmark)
QSR showed the strongest gains in purchase intent while also improving recall.
Food and Beverage:
- 7.0x higher Favorability Lift (+603% vs. benchmark)
- 3.5x higher Consideration Lift (+248% vs. benchmark)
Food and Beverage excelled at strengthening brand perception.
CPG:
- 4.6x higher Ad Recall Lift (+359% vs. benchmark)
- 3.3x higher Consideration Lift (+233% vs. benchmark)
CPG campaigns generated meaningful improvements in recall and consideration.
Technology:
- 4.9x higher Consideration Lift (+388% vs. benchmark)
- 2.7x higher Awareness Lift (+168% vs. benchmark)
Technology campaigns delivered strong upper- and mid-funnel gains.
The analysis shows that interactive CTV consistently outperformed category benchmarks across industries.
Why Brand Lift Matters in Shoppable TV
For years, marketers have viewed branding and commerce as separate objectives. Brand campaigns built awareness. Performance campaigns drove action. CTV is beginning to challenge that assumption.
“Disney has long set the standard for premium storytelling, and we’re proud that our longstanding relationship continues to push the industry forward through innovation. This research validates that when enhanced brand experiences are seamlessly woven into premium content, they create more meaningful consumer engagement at every stage of their purchasing journey.” — Marika Roque, Chief Strategy Officer, KERV
The Future of Shoppable CTV
The promise of shoppable TV has existed for years, but now we have evidence it works.
“As shoppable CTV disrupts the traditional method of disparate advertising and shopping experiences, measuring brand lift in real time on a granular level is even more crucial to understanding if campaigns are moving the needle across the full funnel. Lucid Measurement by Cint’s in-flight measurement capabilities allowed KERV and Disney Advertising to see clear results: when premium content is paired with interactive, shoppable experiences, brand lift accelerates in ways that traditional CTV benchmarks haven’t captured before.” – Laura Manning, SVP of Measurement, Cint
Premium streaming is evolving beyond an awareness channel. It’s becoming a measurable channel where interactive experiences can strengthen brand perception and make it easier for consumers to take action.