STUDY PARKS ASSOCIATES: SHOPPABLE TV GROWING IN POPULARITY

27. 6. 2025 | 2 min read While digital goods and services remain the dominant transactions on CTV, consumers are growing comfortable purchasing physical goods through streaming channels and apps, too.

IS SHOPPABLE CTV THE NEXT BIG OPPORTUNITY FOR RETAIL MEDIA?

4. 4. 2025 | 3 min read Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.

SHOPPABLE ADS WILL BE A TOP FOCUS FOR BRANDS IN 2025

26. 2. 2025 | 3 min read The allure of closed-loop measurement and “collapsing the funnel” fuels investment in shoppable media Media and commerce continue to converge. Shoppable ads and other integrated marketing formats remain a focal point for retailers, social networks, CTV platforms, broadcast TV networks, and online publishers. As these lines blur, brands are seizing new opportunities to connect content and commerce.

RETAILERS EXPERIMENT WITH SHOPPABLE TV AS CONSUMERS WARM TO THE FORMAT

25. 11. 2024 | 3 min read The insight: Shoppable ads are taking over TV as retailers look for ways to reach consumers and shorten the path between discovery and purchase.

6 WAYS TECHNOLOGY IS TRANSFORMING TV ADVERTISING

18. 10. 2024 | 7 min read It’s July 1, 1941. A baseball game between the Brooklyn Dodgers and Philadelphia Phillies flickers on TV screens in New York City. Suddenly, the game cuts away. A Bulova watch appears, accompanied by a voiceover intoning, "America runs on Bulova time." In just 10 seconds, the world's first TV commercial airs, forever changing the advertising landscape.

REPORT: 49% SHOPPERS LIKELY TO SEARCH FOR ITEM AFTER SEEING ON TV

17. 7. 2024 | 3 min read Innovid, a software platform for the creation, delivery, measurement and optimisation of advertising across connected TV (CTV), linear TV, and digital, released CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising.