Consumer Electronics Brands Power Up on Engagement with CTV: VDO.AI Report

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Consumer electronics has always been a category defined by innovation, and now, it’s finding its most powerful storytelling platform yet in Connected TV. From immersive demos to interactive discovery experiences, CTV advertising is enabling electronics brands to showcase product performance, design, and innovation in a way that traditional formats simply can’t match.

VDO.AI’s latest Consumer Electronics Ad Benchmark Study 2025 uncovers how brands in this category are leveraging CTV to achieve exceptional completion rates, dynamic interactivity, and measurable engagement uplift, making it one of the fastest-growing verticals in the CTV ecosystem.

The Rise of CTV in Consumer Electronics Advertising

The report analysed multiple consumer electronics campaigns executed on VDO.AI’s platform over the past year. The findings revealed that CTV ads in this category achieved an impressive 91% video completion rate (up from 87% last year), one of the highest among all verticals, surpassing the industry average that stands at 85%. These numbers clearly highlight how viewers are actively engaging with long-form, immersive content when it resonates with their purchase intent.

While CTV drives immersive storytelling, Display advertising continues to strengthen brand visibility across touchpoints. VDO.AI’s study found regional differences in engagement, with the East leading at a 0.39% CTR, followed by the South (0.26%), North (0.23%), and West (0.22%). This demonstrates how Display acts as both a discovery engine and a recall driver while CTV deepens engagement.

Such high engagement levels point to a behavioural shift: consumers now prefer experiencing products through dynamic, cinematic storytelling that complements their multi-screen journey, where CTV and Display work in tandem to drive awareness and action.

“Consumer electronics are inherently research-driven: buyers spend time evaluating specs, reviews, and demonstrations before purchase. In that context, CTV’s distraction-free canvas lets brands tell longer, clearer stories that viewers are willing to watch to the end. Paired with high-engagement display formats, this data confirms that the most successful campaigns are blending entertainment with high-intent exploration.”
— Arjit Sachdeva, Co-founder & CTO

Unlike traditional TV spots, CTV delivers full-screen impact and contextual relevance. It allows electronics brands to integrate interactive features such as QR-led demos, store locators, and real-time product showcases, directly linking upper-funnel storytelling to mid-funnel discovery.

For a category where tactile experience and product demonstration are key purchase triggers, CTV’s immersive format replicates that hands-on exploration, bridging the gap between aspiration and action.

Case in Point:

Midea’s Geo-Personalised CTV Success Story

Midea partnered with VDO.AI to amplify awareness for its air conditioning line in India. The campaign deployed DCO-led and geo-personalised CTV formats to highlight the brand’s innovation and performance across climates.

The ad showcased:

Real-time weather integration to display contextual messages based on temperature conditions
Dynamic QR codes redirecting viewers to the online store
Targeted placements across premium OTT platforms to reach high-intent households

The campaign achieved remarkable completion rates and an uplift in consideration intent, demonstrating how real-time contextual storytelling can turn a passive viewing experience into an interactive product discovery journey.

The CTV Advantage for Electronics Brands

In an increasingly fragmented digital environment, CTV is emerging as a preferred choice for electronics marketers seeking both premium reach and measurable performance. Here’s what’s accelerating it:

Interactive QR-led product discovery during long-form entertainment
Audience targeting based on purchase intent and household data
Full-screen storytelling that mirrors in-store demo experiences
Seamless integration across OTT platforms where decision-ready audiences are spending more time

Ultimately, the result is a medium that not only captures attention but also converts it, driving awareness, product exploration, and store visits all in one viewing session.

3 CTV Tactics Every Electronics Brand Needs To Know

Smart Launches, Smarter Timing
Leverage big content moments, sports events, festivals, or new OTT releases to unveil product launches or limited-time offers, ensuring contextual relevance and high audience receptivity.
Demo-Led Storytelling
Turn product demos into immersive brand narratives. CTV allows electronics brands to bring their technology to life with interactive product walkthroughs and remote-led exploration.
Personalised Experiences
Integrate data into creatives to deliver relevant, user-specific messaging. The fusion of DCO and QR tech creates a seamless journey from screen to store.

As CTV adoption accelerates, consumer electronics brands are discovering new ways to merge performance with storytelling. From shoppable screens to contextual storytelling, the category is charging ahead powered by innovation, precision, and the undeniable impact of CTV.