How independent ad tech can change how consumers feel about streaming tv ads
Forrester’s recent research report: “How Consumers Really Feel About Streaming TV Ads”, highlights growing frustration among consumers with today’s CTV and streaming ad experiences. With rampant overexposure issues and lack of relevance, it’s no surprise that viewers are tuning out ads. But that’s not the only issue facing advertisers; many consumers remain unaware of emerging formats, such as shoppable ads, that could add value to their viewing experience.
With all this, the message is clear: today’s audiences want ads that are relevant, meaningful, and engaging in ways that feel natural and rewarding, and marketers should be doing so to maximize performance and reach. But how?
That’s where Innovid steps in. With a platform purpose-built for data-driven, scalable, and interactive advertising, Innovid is uniquely positioned to help marketers address these core challenges. Here’s how Innovid is already answering the call.
Reclaiming relevance through dynamic creative
According to Forrester, “34% of US online adults said they were more likely to purchase from brands that ‘share content that interests [them] (instead of just advertising’ and out of Forrester’s Market Research Online Community (MROC) survey panelists who say they watch TV, only 22% believe streaming TV ads are more relevant than linear TV’s.”1 Additionally, research shows that many consumers consider AI-created streaming ads as “creepy and inauthentic.” 1
Enter Innovid. Innovid’s Dynamic Creative Optimization (DCO) solutions directly counter this perception of irrelevance. Instead of mass-market messaging, Innovid enables advertisers to create hyper-personalized ads—essentially 1:1 conversations—based on demographic, interest, purchase behavior, and more.
This approach respects viewer individuality and raises the bar for authenticity. Unlike generic generative AI ads that often miss the emotional mark, Innovid empowers marketers to craft data-driven creative at scale that actually resonates. The result? Ads that viewers recognize as relevant, personal, and real.
Managing reach and frequency to combat ad fatigue
Forrester research indicates that subscription and ad fatigue are heavily affecting consumer choices. According to Forrester’s Media And Marketing Survey, 2024, “more Millennials (37%) and Gen Z’ers (31%) plan to upgrade their streaming services to avoid ads compared to Gen Xers (24%) and older (12%). Gen Z is the most willing to cancel a streaming TV subscription due to excessive ad load.” 2
Not only that, but “respondents complained about publishers saturating them with ads, which tempts consumers to boycott overexposed brands.” 2
Innovid tackles this head-on with Harmony Reach & Frequency, a solution built to optimize exposure. This tool helps marketers strike the right balance—ensuring households aren’t over- or under-exposed to a brand’s messaging.
Innovid’s data backs this up: our 2025 CTV Advertising Insights Report found that average campaign frequency hovers at just around 7.09, spiking above 10 for high-spend campaigns—well beyond most viewers’ patience. Our case study with Verizon Fios and Yahoo DSP highlights just this; Innovid’s solution reduced underperforming impressions by 57% and increased daily unique reach by more than 41% by implementing ideal frequency caps.
By helping brands stop over-saturating the audience and start building smarter campaigns, advertisers can enhance both the consumer experience and brand performance, all while minimizing waste that can be reinvested into working media spend.
Making ads actionable with shoppable CTV
Forrester’s report also reveals that shoppable ads are underutilized— "44% of US online adults have never seen shoppable TV ads and 21% don’t understand what they are."1 Yet, those who have experience with these formats seem willing to do so again, as “72% of consumers who’ve purchased from a shoppable TV ad before are interested in purchasing again.” 3
The question remains: how can advertisers increase awareness of interactive experiences and begin leveraging them? Innovid is making shoppable TV a reality, offering turnkey tools that bring interactivity into the CTV space. From QR code generators to add-to-cart integrations and product galleries, the Innovid platform makes it easy for brands to deliver shoppable experiences that feel natural—and rewarding.
Consumer engagement is already growing: QR code usage in Innovid-enabled CTV ads more than tripled year-over-year. Engagement rates also doubled—from 0.37% in 2023 to 0.89% in the first half of 2024. This growth not only shows consumer interest but also proves that Innovid is lowering the barrier to adoption by making it easy for marketers to launch and scale these interactive experiences.
The takeaway: Innovid solutions provide reassurance (and real results) in an era of uncertainty and changing preferences
Forrester's findings are a wake-up call, but not a death sentence. With viewers demanding better, more thoughtful experiences, the opportunity is here for brands that are willing to evolve—and Innovid is providing the roadmap.
Through data-driven personalization, intelligent frequency control, and engaging shoppable formats, Innovid isn’t just responding to the challenges of modern CTV advertising—it’s solving them.
In a world where consumers are quick to mute, skip, or unsubscribe, it’s not just about being seen—it’s about being worth watching. And Innovid can provide the solution.
1 “How Consumers Really Feel About Streaming TV Ads”, pp.2,6, Forrester Research, Inc., May 28, 2025.
2 “How Consumers Really Feel About Streaming TV Ads”, pp. 4, 6, Forrester Research, Inc., May 28, 2025.
3 “How Consumers Really Feel About Streaming TV Ads”, pp. 9, Forrester Research, Inc., May 28, 2025.
