Streamers introduce interactive ads to shorten the gap between content and checkout
Trend - Streamers are experimenting with Connected TV technology (CTV), which leverages QR codes, content overlays, and second-screen prompts to allow viewers to instantaneously shop the products that they see on screen. This includes products seen in commercials as well as those featured in actual shows.
Insight - Across industries, e-commerce integrations are becoming the norm, making efficient online shopping near ubiquitous. Not surprisingly, consumers now expect similarly streamlined solutions within the TV space. In particular, those that enable them to own the products that they see on screen and do so in as little time as possible. As a result, streamers are introducing interactive ads that cater to consumer expectations while also offering brands a low-funnel marketing tactic for driving conversions.
Insight - Across industries, e-commerce integrations are becoming the norm, making efficient online shopping near ubiquitous. Not surprisingly, consumers now expect similarly streamlined solutions within the TV space. In particular, those that enable them to own the products that they see on screen and do so in as little time as possible. As a result, streamers are introducing interactive ads that cater to consumer expectations while also offering brands a low-funnel marketing tactic for driving conversions.
Workshop Question - How could your brand take advantage of innovative advertising tactics, like those introduced by Connected TV technology?
Trend Themes
1. Shoppable TV - Streamers are experimenting with Connected TV technology (CTV) to allow viewers to instantaneously shop the products seen on their screens.
2. Real-time TV Shopping Features - New proprietary shoppable ad formats are allowing viewers to actively shop the products that they see on their screens in real-time.
3. Tv-streaming Commerce Partnerships - Partnerships like Roku and Walmart are launching new Roku shopping services on the popular TV streaming platform to shorten the distance from discovery to purchase.
Industry Implications
1. E-commerce and Retail - With e-commerce integrations becoming the norm, businesses can partner with TV streaming services to offer customers quick and efficient shopping experiences.
2. Entertainment and Media - Interactive TV ads provide brands with a low-funnel marketing tactic for driving conversions and captivating their audiences.
3. Streaming Services - Incorporating shoppable technology into TV streaming services enhances customer experience and opens up new opportunities for revenue streams.
4 Featured, 32 Examples:
29,184 Total Clicks
Date Range:
Nov 21 — Jul 22
Trending:
Average
Consumer Insight Topics:
