New research: Many CTV users wish all TV ads had seamless option to buy advertised products
LG Ad Solutions has released the findings of The Shoppable TV Report: 2024 and Beyond, which found that 53% of connected TV users wish all TV ads had a quick option to buy the product and 63% want to see store/brand inventory from their TV.
“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” says Ed Wale, VP Europe, at LG Ad Solutions.
“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.”
The study surveyed more than 1,200 US consumers to determine their perceptions of shoppable TV advertisements and subsequent purchasing behaviour.
Among CTV users, 81% are influenced by TV ads in their shopping decisions and 63% often discover new brands and products through TV 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 survey also reveals:
Seven in ten viewers like TV ad creatives 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.
The primary reason consumers don’t scan QR codes on TV ads is a lack of interest in the product or brand (70%).
Additionally, respondents note that the ad did not appear for long enough (21%), their phone/tablet was out of reach (13%), they don't know how to scan a QR code (10%) and there was no discount code (8%) as reasons why they didn’t scan.
By category, clothing/apparel and electronics showed the highest engagement/attention potential with Shoppable TV ads, while grocery/CPG, restaurants, and TV/film represent the largest opportunities for purchase intention using QR codes in creative.
Tony Marlow, CMO at LG Ad Solutions, comments: “The study’s finding that relevance is consumers’ overwhelming impetus behind scanning or purchasing after seeing a TV ad, highlights advertisers’ need for accurate audience targeting.”
“Marketers need to take advantage of niche audience datasets, such as consumer purchase and ACR segments, available in our LoopIQ solution, to create personalised and interactive shoppable ad experiences within CTV environments that will drive better engagement and outcomes for both advertisers and consumers.”
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