Samsung sees success with shoppable TV ads

Shoppable ads are beginning to make an impact on smart TV audiences, with 55% in a new survey sample recalling seeing shoppable ads and 50% admitting to interacting with them.

The data comes from a survey of 1,000 adult smart TV owners conducted by Samsung Ads and its partner, AI-powered interactive video platform Kerv. In addition to interacting with shoppable ads, almost half those surveyed said they shopped on another device while watching TV; an additional 28% said they browsed online for an item seen on TV.

Why we care. Slowly but surely, the gaps in the digital shopping experience are being filled in. There was a time (and this is not ancient history) when to purchase a product seen on mobile social media it would be necessary to surf to the seller’s website and browse a catalog. Now there are, at the least, deep links to the relevant product page, or with increasing frequency simply in-app purchasing.

Television, or at least smart TV (TV with a connection to the internet) is going the same way, with purchases able to be triggered within the ad itself, most often by scanning a QR code.

Dig deeper: Roku partners with Shopify to allow purchases direct from TV

More data points. Also, according to the survey:

• 51% said they had scanned QR codes to get more information about a product.
• 26% said they had scanned QR codes to make a purchase.
• Smartphones still command digital commerce, with 82% of respondents saying they purchase through shoppable ads on mobile devices.
• A no means negligible 52% had purchased through shoppable TV ads.
• Clothing, electronics, food and food delivery were the most popular products purchased through shoppable ads.

The connected future. The survey asked respondents which other connected devices they would like to use to make purchases via shoppable ads. In order, they selected cars (19%), refrigerators (14%), and washers/dryers (12%).