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The Industry Is Tuning In to Shoppable TV



The latest strides in shoppable TV are all about “remote” possibilities—meaning, now consumers can browse and buy using only their remote controls.

For instance, Roku’s recently expanded partnership with Shopify allows viewers to check out from the TV by simply clicking “OK.” And Peacock’s Must ShopTV utilizes AI to allow consumers to purchase their favorite on-screen items from NBCUniversal content.

“Everybody’s very excited about the reality that we’re using smart TVs to enable full-funnel activity because it is basically another computer in the house with a gorgeous screen,” said Kelly Metz, managing director, advanced TV activation, Omnicom Media Group. “There’s no better way to shop for certain items.”

And the industry is just getting started.

“The most exciting headway over the past 18 months has been in solving [the] first problem: Can we get viewers to lean in and engage with an ad in the first place, build up that top of the funnel and build up viewer intent?” said Peter Hamilton, Roku’s director of ad innovation.

In addition to the recent Shopify partnership, Roku—one of the first streamers in shoppable—has also made Walmart its exclusive retailer.

“Since the release of the Walmart and Shopify checkout integration, we continue to reduce that friction in the bottom of the funnel, and we’re seeing the kind of conversion rates you might expect from a click-to-conversion,” said Hamilton. “Working on the bottom of the funnel will be something we continue to optimize, and I expect 18 months from now for that to be even more performant.”

Expanding the digital shelf

For marketers, publishers such as Roku are helping make shoppable experiences part of the regular ecosystem and expanding the “digital shelf,” according to Amy Lanzi, CEO, Digitas North America.

“This now takes that concept and puts it in places where we’re spending our time and attention, which is when you’re at home, either looking at your big screen or small screen, depending on how you engage with content,” Lanzi said.

As the industry pushes the limits of traditional advertising, meeting consumers where they are and adding contextual relevance is key.

“It’s about advertising around the pod and how we actually engage with that type of technology to inform the consumer journey,” Metz said, adding that measuring analytics such as interactions will help optimize the full consumer experience. “That’s where we just improve the experience for all consumers and get good about showing them what they need to be shown at the right time.”

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