Roku and Dentsu Unveil Fresh Insights on Television Shopping Experience
Headline: Shoppers Say Yes to TV Shopping: Here's What Grabs Their Attention
Subhead: New Roku-Dentsu study sheds light on the factors driving engagement with shoppable TV ads.
SAN JOSE, Cali.- Set your shopping channels on standby! A recent study by Roku and Dentsu reveals that consumers are warming up to the idea of shopping directly from their TV screens. But, it's not just about personalized ads, tangible benefits are the real game-changers.
The findings demonstrate that nearly three-quarters (72%) of consumers pay more heed to ads that resonate with their interests and shopping habits. Moreover, advertisements for previously purchased brands grab the attention of 71% of viewers. Additionally, around half of the streaming population shows interest in time-saving ads, allowing purchases directly from the TV using pre-saved credentials from retailers.
"Ads tailored to consumer's needs are the key to unlocking engagement and conversions," said Jeffrey Bustos, Merkle's senior vice president of retail media analytics. "With interactive ads, passive viewing can transform into active buying. Brands and platforms like Roku offer us a golden opportunity to forge meaningful connections with audiences and reap measurable results."
Besides, streamers are intrigued by personalized shopping experiences, with over half expressing interest in adding products from TV ads to digital shopping carts and making purchases. These experiences break new ground and captivate the viewer's attention.
Eccentrically, although purchases may not be immediate, interactive ad units contribute to building long-term brand equity. According to Kantar Milward Brown Roku normative averages, video ads coupled with interactive formats boost unaided brand recall by 58%.
Strikingly, ads that help viewers discover content or facilitate smooth shopping experiences catch the attention of over half of viewers. These findings suggest that interactive formats do more than just engage- they make a lasting impact regardless of instant conversion.
"Collaborating with Dentsu strengthens Roku's reputation as a formidable partner in delivering both performance and brand impact," said Sal Candela, Roku's vice president of global agency partnerships. "Shippable TV experiences on the living room's biggest screen are not just a trend- they produce genuine outcomes, from boosting brand recognition to inspiring immediate action. For marketers, it's clear: TV's future is actionable with Roku."
Conducted among 1,000 U.S. respondents, the online study comprised participants who used ad-supported streaming services and accessed content through smart TVs or TV streaming devices. Additionally, all participants had a weekly presence on at least one social media platform.
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- The study by Roku and Dentsu reveals that consumers are drawn to ads that resonate with their interests and shopping habits, with 72% paying more attention.
- Interactive ads that allow for direct purchases from TV using pre-saved credentials from retailers attract half of the streaming population, signaling a time-saving preference.
- Jeffrey Bustos, Merkle's senior vice president of retail media analytics,asserted that ads tailored to consumer needs can transform passive viewing into active buying, building meaningful connections and measurable results.
- Smart-home devices, gadgets, technology, and media are likely to be among the products that viewers might add to their digital shopping carts, as over half express interest in personalized shopping experiences.
