Smartphones have become a very common way to shop online, but a new survey from LG Ad Solutions suggests smart TVs could become another popular option, especially if it was easier for consumers to save shipping and payment information.
70% of CTV viewers indicated they would save products in a wishlist on their TVs to check out on another device. Furthermore, the The Shoppable TV Report: 2025 and Beyond survey found that 60% said they would be willing to save their shipping and payment details on their TV to help with a faster checkout, avoiding the use of additional devices altogether.
“While secondary screens like mobile devices remain integral to shopping and the broader advertising ecosystem, it’s clear consumers want more when it comes to TV,” said Monica Longoria, Head of Marketing Insights at LG Ad Solutions. “Emerging technologies are set to drive this next wave of innovation – eliminating friction and paving the way for a more seamless, intuitive shoppable TV experience.”
Over the past couple of years, the streaming market has seen an increase in the type of ad formats being used to promote products and services. These have included a much greater emphasis on interaction and engagement, as well as Screensaver ads and Pause ads.
However, in terms of the type of TV ads that help drive consumer decisions, the survey found that discounts and promotions was the most impactful (57%). This was followed by product features (42%), demonstrations of product use (36%) and attractive visuals (32%).
With these responses in mind, the survey points to the use of dynamic creative, time-sensitive, special offers and click to on-screen landing pages as ways for advertisers to help drive 2-5X lift in brand consideration and purchase intent.
Leave a Reply