Consumers demand more access to 'shoppable' TV ads

Consumers are going “square eyed” at the prospect of a rise in shoppable TV ads with more than half (53%) wishing that all TV ads had a quick option to buy the product and nearly two-thirds (63%) wanting to see store/brand inventory from their screens.

That is according to a new study by LG Ad Solutions, which quizzed more than 1,200 consumers to determine their perceptions of shoppable TV ads and subsequent purchasing behaviour.

“The Shoppable TV Report: 2024 and Beyond” reveals that among connected TV users, 81% are influenced by ads in their shopping decisions and 63% often discover new brands and products through ads.

Beyond influence and product discovery, 47% have made a purchase after seeing a TV ad in the past three months. Of those consumers, most (56%) completed a purchase using their mobile phone, followed by laptop/desktop (45%), in-store (31%), tablets (31%) and on CTV (29%).

The study also highlights that 7 in 10 viewers like TV ads that include a QR code, with 62% open to scanning a QR code on a TV ad in the next 12 months and 38% likely to make a purchase after scanning a QR code on a TV ad. Additionally, 49% say they will scan a QR code on a TV ad to take advantage of a discount.

But the report warns that TV ads must boost personalisation to be more effective, with the primary reason consumers do not scan QR codes being that they are irrelevant to them (70%).

Respondents cite a number of others reasons why they do not scan codes, including the fact that often ads do not appear for long enough (21%), their phone/tablet is out of reach (13%), they don’t know how to scan a QR code (10%) and there is no discount code (8%).

When it comes to the most popular categories, clothing and electronics showed the highest engagement/attention potential with shoppable TV ads, while grocery, restaurants, and TV/film represent the largest opportunities for purchase intention using QR codes in creative.

LG Ad Solutions VP Europe Ed Wale said: “While marketers have long understood the impact of reaching audiences via the largest screen of the house, the rise of shoppable ads unlocks an even more direct pathway to consumers.

“The TV experience is no longer simply a passive format that sits outside of other digital channels, becoming highly connected and interactive. This revolutionary development enables marketers to employ a more holistic and connected approach to their campaigns, and offer audiences a more convenient way to shop.”

TOPICS:Connected TV data strategy data-driven marketing ecommerce online shopping TV advertising