{"id":11936,"date":"2025-10-06T20:07:36","date_gmt":"2025-10-07T00:07:36","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/06\/quantifying-curiosity-the-science-behind-interactive-ctv-ads\/"},"modified":"2026-05-09T13:53:18","modified_gmt":"2026-05-09T17:53:18","slug":"quantifying-curiosity-the-science-behind-interactive-ctv-ads","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/quantifying-curiosity-the-science-behind-interactive-ctv-ads\/11936\/","title":{"rendered":"Quantifying Curiosity: The Science Behind Interactive CTV Ads"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Interactive CTV ads are generating buzz \u2014but are they truly impactful? In this session, BrightLine \u2014 joined by Warner Bros. Discovery and MediaScience \u2014 will present new research showing that viewer engagement is the key to stronger outcomes across the funnel, from brand recall to purchase intent.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Join us for an inside look at our latest research, learn how MediaScience measures impact in the lab, and hear Warner Bros. Discovery\u2019s perspective on bringing these insights to life in practice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interactive CTV ads are generating buzz \u2014but are they truly impactful?<\/p>\n","protected":false},"author":21,"featured_media":11937,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,10],"topics":[2],"class_list":["post-11936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Quantifying Curiosity: The Science Behind Interactive CTV Ads | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, 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