Samsung sees success with shoppable TV ads

Given the relative recency of shoppable ads on smart TV, consumer adoption seems widespread.

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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%).

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About the author

Kim Davis
Staff
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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