Interactive video advertisements took a step forward last year, as results of data collected show that they outperformed pre-roll ads on connected TVs. Based on video campaigns on its own platform, Innovoid have announced that in 2015 the completion rate of custom interactive videos was 94.5%, whilst standard pre-roll adverts only had a completion rate of 87%. This trend was similar when comparing the percentage of the ad watched, interactive videos achieved 97%, whilst pre-roll adverts only reached 93%. However, given its success, the format clearly still has its issues. A separate study by Demand Metric, showed that over half of all marketers in North America said that interactive adverts were time consuming or that they had difficulty integrating it with other platforms.