International Marketer & Advisor | AdTech, B2B, SaaS & Media | Startup Mentor | Professor | Entrepreneur
It is undeniable that Shoppable TV will be the Next Wave of Advertising 🌊 Shoppable TV, the fusion of Connected TV (CTV) and Retail Media, holds immense potential for the advertising industry. However, it's crucial to acknowledge the challenges that need to be addressed to fully harness its power. 🚧 The shift in consumer behavior towards Ad-Supported Video on Demand (AVOD) and Free Ad-Supported Streaming TV (FAST) platforms has fueled the adoption of Shoppable TV. Yet, obstacles such as seamless payment processing, personalized recommendations, and real-time inventory updates within the CTV interface remain. Despite these hurdles, the reach of CTV is undeniable: - 85% of US households are CTV enabled 🇺🇸 - Roku alone reaches 81 million households and 130 million people daily 📺 - Significant portions of internet users in Mexico (67%), Argentina (61%), and Brazil (50%) are CTV viewers 🌎 - India (79M), UK (42M), and Canada (23M) also have substantial CTV viewership 🌍 CTV and Retailers' first-party data are becoming indispensable in a cookieless world. However, Shoppable TV requires more interactive and immediate consumer engagement. To measure success, new retail metrics like incremental reach, audience composition, brand lift, offline attribution, engagement, conversion metrics, and view-through will be essential. 📊 Focusing on the consumer experience is paramount. It's not just about reaching the audience but engaging them in meaningful dialogue. 🤝 Retailers, brands, and adtech players must collaborate openly to navigate this evolving ecosystem, ensuring that the power of CTV and retail media is harnessed responsibly and effectively. By putting the consumer experience at the center, we can unlock the full potential of this exciting convergence. How do you envision the Shoppable TV user experience evolving in the next 5 years? Data from: EMARKETER, Comscore, Inc., and IAB. USD Billions and % of CTV ad spending. #ShoppableTV #RetailMedia #CTV #DigitalMarketing #Advertising
CEO at Plerdy | Top-Notch CRO, UX & SEO Tools
5moShoppable TV certainly seems poised to revolutionize the advertising landscape! 🌊 The integration of CTV with retail capabilities presents a unique opportunity for brands to interact directly with consumers in their living rooms. It'll be interesting to see how the industry overcomes the technical hurdles to provide a seamless shopping experience. Collaboration across sectors will be key to optimizing this innovative platform. How are you preparing to adapt to this shift?