Fashion Takes the Lead on CTV with Sky-High Engagement Rates: VDO.AI Report
Reading Time: 3 minutesFashion has always thrived on visuals and innovation, and CTV has quickly become the medium that allows the industry to unleash its full creative potential. We’re witnessing a shift in how fashion brands are reaching and engaging audiences, with CTV emerging as the channel of choice for high-impact storytelling and measurable brand results.
VDO.AI’s latest Fashion Report delivers hard-hitting insights on why fashion is dominating CTV, how advanced ad formats are driving exceptional engagement, and how leading brands are seizing the CTV advantage.
The Dawn of a New Era in Fashion Advertising
The report analysed fashion-focused campaigns run on VDO.AI’s platform over the past year. What it revealed is that fashion ads witness a staggering 97% video completion rate on interactive, shoppable formats streamed across premium CTV inventory.
This sky-high engagement is a testament to the unique power of immersive, full-screen video experiences in capturing and retaining consumer attention.
Notably, 67% of top-performing campaigns used advanced CTV formats, such as DCO and API-triggered creatives, enabling interactive shopping directly on the big screen. Advanced OLV formats account for another 23% of successful executions, underlining the value of new video ad tech.
“Connected TV represents the convergence of cinematic storytelling capability with the 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.”
— Amitt Sharma, Co-founder and CEO, VDO.AI
Unlike skippable mobile ads or static banner formats, CTV offers full-screen impact, contextual storytelling, and advanced interactivity such as QR-based product discovery, store navigation, and real-time lookbooks.
What’s further driving adoption is the format’s measurability and performance clarity, a long-standing barrier that had kept branding budgets siloed from programmatic spend. Today, fashion brands are seeing real, trackable outcomes.
Case in Point:
H&M’s Masterclass in Shoppable Storytelling
H&M used VDO.AI’s interactive CTV formats to launch its new winterwear line in India. The campaign reimagined traditional retail advertising by blending brand storytelling with seamless shoppability.
The ad featured:
- Interactive storytelling designed for larger screens
- A custom QR code overlay that redirected viewers to H&M’s online store
- Contextual targeting during fashion and lifestyle content
This campaign led to an 18.5% increase in consideration intent post-exposure, proving that when storytelling and technology come together, brand engagement naturally follows.
Tyaani’s Success Story
Tyaani, an Indian luxury jewellery house, partnered with VDO.AI to launch a CTV-led campaign that leveraged geo-personalised, QR-powered creatives, enabling viewers to instantly locate their nearest Tyaani store.
The campaign, which ran exclusively on premium OTT platforms, drove impressive results:
- A 0.03% scan rate (1.5x the industry standard) for users exploring store directions via the integrated Map Locator
- A significant boost in in-store visits and brand awareness among high-intent, fashion-forward audiences
By blending geo-targeting with shoppable storytelling, Tyaani created a direct and interactive bridge from screen to store.
Fashion’s Edge in a Fragmented Media World
As media consumption fragments, fashion marketers turn to CTV for premium inventory, brand safety, and measurable ROI. CTV checks every box.
Here’s why more fashion brands are going CTV-first:
- Shoppable formats with integrated QR codes and CTAs
- High dwell time during long-form content consumption
- Smart targeting based on content affinity and geo-demographics
- Seamless integration into OTT platforms where fashion-forward audiences are already engaged
Moreover, brands are shifting budgets from traditional media to CTV because it drives not only massive awareness but also deeper engagement, stronger brand consideration, and measurable real‑world action.
What’s Next? 3 Big Bets for Fashion Advertisers on CTV
- Drop Culture Meets CTV: Use tentpole content moments to launch limited-edition collections or surprise drops, building hype in real-time.
- Interactive Lookbooks: Move beyond static catalogues. CTV allows viewers to explore multiple outfits, styles, or collections in one immersive video ad. Use remote integration to allow for product exploration right from the ad.
- Regional-First Storytelling: Tailor creatives to vernacular audiences, tapping into India’s growing regional fashion influence and expanding Tier 2/3 aspirations.
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