PadSquad & Innovid Introduce Advanced Interactive CTV Ad Offering

January 19, 2023

PadSquad’s in-house creative team is an on-demand resource for brands looking to quickly produce and deliver interactive connected TV ad campaigns that drive business outcomes

NEW YORK – January 19, 2023 – PadSquad, the high-impact advertising experiences leader, today announced a partnership with Innovid (NYSE:CTV) to offer the platform’s full suite of interactive Connected TV (CTV) capabilities to brands, enabling the creation and production of CTV shoppable and interactive ad formats in a matter of days. The new Advanced CTV offering expands on PadSquad’s existing interactive capabilities and supports the latest VAST (Video Ad Serving Template) standards, ensuring delivery and tracking across all devices and platforms.

Advanced CTV allows brands to enhance TV ad creatives with mobile phone-enabled second-screen experiences such as polls and shoppable carousels, maximizing the value of impressions while allowing for multi-touch attribution modeling to measure and improve business outcomes. 

Amongst a broad array of interactive components, each PadSquad-developed video format will feature a QR code to encourage second-screen experiences and drive conversion events. In 2022, 83.4 million US adult smartphone scanned a QR code – representing 37.5% of smartphone users. This share will rise to 42.6% by 2025, according to eMarketer

“Streaming is the dominant way people consume popular content today, and yet TV ads still look the same as they did in the twentieth century,” said Lance Wolder, head of marketing at PadSquad. “It’s about time video creative formats evolve to complement and enhance the streaming experience.”

Streaming usage finally surpassed cable in 2022. In tandem with that rise, CTV ad spending has nearly tripled since before the pandemic to $18.89 billion, according to eMarketer

“This partnership is all about scale and speed,” added Wolder. “Partnering with a trusted video leader like Innovid enables us to create advanced CTV formats for brands and serve them across all of the most popular devices and platforms people use around the world.”

Innovid is an independent advertising platform for the delivery, personalization and measurement of converged TV. With Innovid’s advanced creative tools and primary ad serving, PadSquad’s brand clients can be assured that their creative formats and campaigns are served correctly and in reliable, safe environments across devices and platforms. 

“Interactive video is one of the most influential advertising formats in the market today. Our research shows that interactive CTV campaigns – when compared to interactive mobile or PC campaigns – deliver stronger results across key performance and attention metrics,” said Krista Panoff, SVP of Global Enterprise Development at Innovid. “Through this partnership, savvy advertisers can further embrace programmatic and agile media buying practices without sacrificing creative quality – that’s a win-win for all.” 

About PadSquad

PadSquad is a digital media company wholly focused on high-impact creative. Their mission is to enable brands like The Home Depot, Toyota, Kellogg, Uber, PepsiCo, ABC and many more to connect to people through remarkable advertising that stimulates the senses and inspires action. With countless award-winning and industry-defining rich ad formats under its belt, PadSquad is widely considered the creativity and innovation leader in digital advertising. Learn more at

About Innovid

Innovid (NYSE:CTV) powers advertising delivery, personalization, measurement across linear, connected TV (CTV) and digital for the world’s largest brands. Through a global infrastructure that enables cross-platform ad serving, data-driven creative, and measurement, Innovid offers its clients always-on intelligence to optimize advertising investment across channels, platforms, screens, and devices. Innovid is an independent platform that leads the market in converged TV innovation, through proprietary technology and exclusive partnerships designed to reimagine TV advertising. Headquartered in New York City, Innovid serves a global client base through offices across the Americas, Europe, and Asia Pacific. To learn more, visit or follow us on LinkedIn or Twitter.