How it started
Traditional ad end cards were static and kept viewers’ attention for only a few seconds. With the decline of cookie-based targeting and the rapid growth of the CTV market, ShowHeroes sought a solution that could deliver higher engagement and provide brands with real insights into audience interests.
What’s the pain?
Static end cards offered almost no real engagement.
Brands had no visibility into users’ actual questions or doubts.
Lead collection was disconnected from the ad experience, causing significant user drop-off.
What’s the goal?
To create an interactive AI-powered chat within the video player that turns ads from one-way communication into a dialogue, while enabling seamless lead generation and a personalized user experience.
What’s the task?
Design a chat interface layered on top of the end card.
Create a lightweight, non-intrusive UI that still supports cards, forms, and media.
Ensure scalability across both CTV and OLV formats.
Full screen mode
What was did
Designed an AI assistant that answers user questions and provides personalized CTAs directly from the chat.
Added full brand customization: visual style, tone of voice, and assets.
Integrated lead generation directly into the player, eliminating the need for external landing pages.
Results
Launched the first AI video ad format at ShowHeroes, embedded directly into the player.
In pilot tests, users spent 8–10 times longer with the brand compared to static end cards (on average more than 4 minutes).
The format opens a new data source for advertisers: real-time insights into user questions, interests, and behaviors.
Built-in lead generation shortens the path to conversion and reduces drop-off.
Established a scalable foundation for future growth in both CTV and OLV.
According to Epsilon research, personalized calls-to-action can increase performance by up to +202%, confirming the strong potential of this format.
What I learned
AI in advertising works best when it’s seamlessly integrated into the user journey.
Balancing minimalistic UI with rich functionality is crucial for adoption and user experience.
Business stakeholders value not only clicks, but also the quality and depth of user engagement.