Television advertising has traditionally been viewed as a one-way communication channel: brands broadcast messages, and audiences passively consume them.

But in 2026, that assumption is outdated.

Today, TV ads can absolutely include interactive elements — bridging the gap between traditional broadcasting and digital engagement.

From QR codes to second-screen integrations, modern television campaigns now drive measurable actions in real time.

In this in-depth guide, we’ll explore:

• What interactive TV advertising means

• Types of interactive elements

• How QR codes work in TV ads

• Website and landing page integrations

• Connected TV interactivity

• Benefits and limitations

• Best practices for 2026

What Is Interactive TV Advertising?

Interactive TV advertising refers to television commercials that encourage viewers to take immediate action using:

• Smartphones

• Tablets

• Smart TVs

• Voice assistants

• Web browsers

Rather than simply watching a message, viewers engage with it.

The rise of connected devices has transformed TV from a passive screen into an engagement gateway.

1. QR Codes in TV Advertising

One of the most popular interactive elements in modern TV ads is the QR code.

A QR code displayed on-screen allows viewers to:

• Scan using their smartphone camera

• Visit a landing page instantly

• Claim discounts

• Enter contests

• Download apps

• Watch extended content

The widespread adoption of smartphone scanning features has made QR codes highly effective.

Connected TV platforms such as Hulu frequently support campaigns that integrate QR-driven engagement.

Why QR Codes Work on TV

QR codes work because they:

• Reduce friction

• Enable instant access

• Bridge offline and online channels

• Improve tracking capabilities

Unlike typing a long URL manually, scanning a QR code takes seconds.

The key to success is:

• Clear on-screen instructions

• Strong call-to-action

• Sufficient display time (at least 5–10 seconds)

2. Website URLs and Vanity Domains

Before QR codes became popular, advertisers used website URLs.

This strategy remains effective when:

• URLs are short and memorable

• Custom landing pages are created

• Vanity domains are used (e.g., BrandOffer.com)

For example, a TV ad airing on NBC may promote a limited-time campaign through a dedicated microsite.

This allows advertisers to:

• Track traffic spikes

• Attribute conversions

• Measure campaign lift

3. SMS Short Codes

Some TV ads invite viewers to:

• Text a keyword to a short number

• Receive a coupon

• Join a mailing list

• Enter a giveaway

SMS integration works particularly well for:

• Retail promotions

• Event registrations

• Service inquiries

The simplicity of texting lowers barriers to engagement.

4. Social Media Integration

Television advertising often integrates social media campaigns.

Ads may encourage viewers to:

• Follow a hashtag

• Participate in a challenge

• Share content

• Vote in polls

Live programming, such as sports broadcasts on ESPN, often includes hashtag-based engagement that trends in real time.

This creates cross-platform amplification.

5. Connected TV (CTV) Interactive Features

Connected TV has transformed TV interactivity.

Platforms such as Roku allow:

• Clickable remote-enabled ads

• Add-to-cart features

• Instant app downloads

• On-screen product selection

Unlike traditional broadcast TV, CTV can track:

• Impressions

• Click-throughs

• Conversion paths

This makes TV measurable in ways previously impossible.

6. Shoppable TV Ads

Shoppable ads enable viewers to:

• Browse products

• Add items to cart

• Complete purchases via mobile

Retail brands increasingly use shoppable integrations to shorten the customer journey.

Streaming platforms such as Amazon Prime Video are experimenting with integrated commerce experiences.

This represents a major shift in how TV functions as a direct-response channel.

7. Voice-Activated Engagement

Smart TVs and voice assistants introduce new possibilities.

Some ads prompt viewers to:

• Ask a voice assistant for more information

• Request reminders

• Add items to shopping lists

While still emerging, voice interaction may become a standard TV feature in coming years.

Benefits of Interactive TV Ads

Interactive elements provide several advantages:

1. Measurable engagement

2. Immediate response

3. Better attribution

4. Improved conversion tracking

5. Seamless digital integration

6. Enhanced audience participation

Instead of relying solely on brand recall surveys, advertisers can now track direct actions.

Challenges and Limitations

Despite benefits, interactive TV advertising has limitations.

1. Viewer distraction

2. Short ad duration

3. Technical compatibility

4. Creative complexity

5. Audience behavior variability

Not every viewer will engage, even with a QR code displayed.

Clear messaging and simplicity are essential.

Best Practices for Interactive TV Ads

To maximize success:

Keep it simple
Avoid cluttering the screen
Use clear calls-to-action
Display QR codes long enough
Test landing pages for mobile optimization
Integrate digital retargeting
Align TV messaging with online campaigns

Interactive elements should enhance — not distract from — your core message.

Measuring Interactive Performance

Interactive TV ads can be tracked through:

• Unique URLs

• QR scan data

• Landing page traffic spikes

• Call tracking numbers

• Promo codes

• Pixel-based retargeting

CTV campaigns often provide dashboard reporting similar to digital advertising.

Measurement ensures accountability.

When Should You Use Interactive TV?

Interactive TV ads are especially effective for:

• Product launches

• E-commerce brands

• Event promotions

• Limited-time offers

• App downloads

• Direct-response campaigns

For purely brand-awareness campaigns, interactive elements may be optional.

The Future of TV Interactivity

Television continues to merge with digital media.

In 2026 and beyond, we expect:

• Greater personalization

• Enhanced CTV targeting

• Integrated commerce

• Real-time engagement tracking

• AI-driven ad customization

As streaming platforms grow and traditional viewing habits evolve, TV will become increasingly interactive.

The line between TV and digital advertising continues to blur.

Final Thoughts

Yes — TV ads can absolutely include interactive elements.

From QR codes to shoppable CTV integrations, modern television campaigns are no longer passive.

Interactive features:

• Drive measurable action

• Improve attribution

• Bridge offline and online marketing

• Enhance campaign ROI

Television is no longer just about visibility.

It’s about engagement.

Brands that integrate interactive elements strategically will maximize the power of TV advertising in the digital era.