The trend: Shoppable TV ads are gaining momentum this holiday season as retailers look for ways to connect with consumers and shorten the time between inspiration and purchase.
The opportunity: While live shopping struggles to gain traction stateside due to limited viewer interest, shoppable TV ads enable brands to reach users where they’re already watching and engaged.
The interactive element: So far, shoppable TV ads are proving to be an effective way of cutting through the noise and grabbing viewers’ attention.
The big takeaway: The difference between live shopping and shoppable TV is that the former requires a significant shift in the way users—particularly in the US—consume content in order to be successful, whereas the latter allows retailers and brands to meet consumers where they are.
First Published on Nov 7, 2023
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