Ads That Click!
Led the design of new interactive ad formats that transformed TV ads into actionable experiences — allowing viewers to claim offers, set reminders, and purchase directly from their screens.
ROLE
Lead Designer
Industry
TV Advertising
Results
Shipped two winning formats. 42% CTR lift. Helped push 2022 Upfront commitments to $1B—up 50%.
What makes a viewer pick up their remote and engage with an ad?
80%
responded to seasonal offers and time sensitive deals
64%
hesitated due to QR code mistrust and unclear instructions
49%
of older users need more intuitive prompts on interactivity
We identified the 3 pillars...trust, offer, clarity—the 3 things that drive conversion.
Viewers engaged when brands felt trustworthy, offers felt valuable, and interactions were obvious. No QR codes. No ambiguity.
Familiar formats for familiar actions.
New formats for new behaviors.
Native-style ads hit 1.0% CTR for reminders and emails—double OTT benchmarks. Squeeze-back worked best for on-screen checkout
(0.2–0.4% CTR).
A trust problem disguised as a
conversion problem.
Competitors used QR codes with high drop-off. We designed a brand-customizable data capture page—28% conversion lift.
"These new ad experiences are highly effective ways in which brands can talk to the consumer at a point where it is less disruptive, and more innovative than your traditional 15- and 30-second spots."
Louqman Parampath
VP | Roku Ads