Despite the changing ways we consume media, TV is still arguably the biggest brand builder – especially in the run-up to Christmas. In an article for InternetRetailing, Mike Shaw, Director of International Ad Sales at Roku, explores
why TV remains a powerful advertising platform
and how the rise of shoppable ads is paving the way for retail media to thrive.
Mike Shaw, Director, International Ad Sales, Roku, takes a look at how TV is still a powerful place to advertise and, with the advent of shoppable ads, how it can also be a place for retail media to excel.
Thanks to FAST Channels TV for ‘heads-up’ alerting us to this article.
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Why TV is the best home for retail ads this Christmas
by Paul Skeldon Published InternetRetailing | Retail Media
Despite the changing ways we consume media, the TV is still arguably the biggest brand builder – especially in the run-up to Christmas. It’s an opportunity for retailers and brands to launch their festive campaigns, with some, such as the annual John Lewis ad, even becoming one of the major milestones of the holiday shopping season.
Yet TV has historically not been well suited for performance-based advertising where the focus is on driving short term sales in the way that online marketing typically delivers, something that many retailers will be keenly aware of. However, as retail media networks and advertising solutions come to market, TV’s role is also revolutionising how commerce businesses can shorten the sales funnel and deliver growth – the shoppable TV ad.
READ MORE | Why TV is the best home for retail ads this Christmas
by Mike Shaw, Director, International Ad Sales, Roku
- Removing friction in ecommerce
- Making the TV a way to shop
- The future of shoppable TV
- How retailers can take advantage of shoppable ads
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- Ensure the products advertised are within a price range that isn’t too high to deter consumers from buying at that moment. In the USA for example, this is typically under $100. However, it should not be too low, otherwise customers may not see the value in making a small purchase at that time.
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- The message must be seamless, with the video creative clearly explaining to the viewer what they can purchase now. Doing so removes any doubt from the buying process and can remove another point of friction.
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- Perhaps most importantly, the user experience must be seamless. One of the quickest ways to make an ad shoppable is by adding a QR code consumers can use on their phones to take them to the product page, or even straight to checkout. Previously a niche concept, they are now widespread. However, the fact that they require users to switch to another device adds a layer of friction retailers will be keen to avoid. Instead, we have found that, by enabling consumers to simply click “ok” on their remote to interact with a shoppable ad, increases the likelihood of engagement by as much as 10 times that of a QR code!