67% of high-performing fashion ads on CTV use advanced formats: Report

VDO.AI has released findings from a recent study indicating that fashion brands are seeing high levels of engagement on Connected TV (CTV) platforms. According to the report, fashion campaigns on CTV registered an average video completion rate of approximately 97%, suggesting sustained viewer attention within the format’s full-screen, interruption-free environment.

The study analysed viewer behaviour during peak seasonal advertising periods and explored the effectiveness of specific ad formats used by fashion brands. Advanced CTV formats, including Dynamic Creative Optimisation (DCO) and API-triggered creatives, accounted for 67% of top-performing campaigns. These were followed by Advanced Online Video (OLV) formats, which made up 23%. The report noted that these formats are increasingly being used to deliver interactive shopping experiences within the CTV interface.

Regionally, engagement trends showed higher interaction in southern cities such as Bengaluru, Chennai, Hyderabad, and Goa, which saw an 87% increase in engagement compared to northern cities like Delhi, Chandigarh, Jaipur, Agra, and Jaisalmer. The data reflects broader shifts within the advertising industry toward more immersive and intent-driven consumer experiences.

Speaking about the findings, Amitt Sharma, Co-founder and CEO of VDO.AI, said, “Connected TV represents the convergence of cinematic storytelling capability with precision targeting that fashion brands require. Such a heightened completion rate validates our thesis that when content quality meets the right viewing environment, consumer engagement follows naturally. We are sure these insights will help fashion marketers make the right decision to move beyond traditional impression-based campaigns toward more sophisticated storytelling approaches that build emotional connections with consumers.”

Arjit Sachdeva, Co-founder and CTO of VDO.AI, added, “CTV provides a high-quality, distraction-free, full-screen experience, especially powerful for a visually driven category like fashion. As a result, fashion brands are increasingly leveraging advanced CTV advertising formats to create shopping-like experiences. Interactive elements such as CTV Carousel Ads and Store Discovery Units are enabling viewers to explore collections and brand offerings without leaving their screens, mimicking the intuitive browsing behaviour familiar from social media and e-commerce platforms.”

The study suggests that rising engagement metrics are influencing media planning decisions, with fashion brands reallocating advertising budgets toward CTV channels. The findings also indicate that CTV campaigns are contributing to not only awareness but also measurable outcomes tied to consumer interest and purchase intent.