In The News

TV Becomes a Growth Channel for Commerce

April 29, 2026

interactive video

E-Commerce Times

“Streaming video and connected TV in particular absolutely tend to outperform linear TV,” said Michael Goodman, a senior contributing analyst with Parks Associates, a Dallas-based market research and consulting company specializing in consumer technology products.

He explained that ad-supported streaming has changed how brands think about the funnel — the journey a consumer takes from first becoming aware of a product to eventually buying it.

“Ad-supported streaming turns video into a data-driven, interactive and measurable channel with more precise discovery, more dynamic storytelling and purchases that become immediate and tractable,” he told the E-Commerce Times. “That fundamentally reshapes how brands plan and execute campaigns.”

“I think a big takeaway here is that, in many ways, brands and advertising are shifting to results-oriented outcomes,” observed Parks’ Goodman. “There’s an expectation that you can have a measurable return, and that return on your advertising dollar is more than just awareness.”

“Whether it is actionable ads, shoppable ads, retail media,” he continued, “all these things come together to produce actionable results for the advertiser that are deep in the funnel, close to the purchase or close to the outcome that they’re trying to achieve.”

From the article, "TV Becomes a Growth Channel for Commerce" by John P. Mello Jr.

Previously In The News

Disney vs. Nexstar and Sinclair: What Do They Each Have to Lose in the Jimmy Kimmel Standoff?

“With an older base of viewers who tend to be more conservative, Sinclair and Nexstar are trying to protect their advertising base while Disney has a younger, more diverse audience across its offering...

Smart thermostats are a really smart move

Parks Associates, a leading market research firm, shared at their annual Smart Spaces conference in Dallas, Texas, that 47 percent of residents actively try to reduce their energy consumption. From...

Resorts World Las Vegas' Award Winning Contactless Checkin & Mobile Room Key Implementation

In recognition of this digital achievement, Parks Associates and Smart Spaces 2025, Apartments, Hospitality, and Community Living, presented their 2025 Property Innovation Award to Resorts World Las V...

Leveraging digital footprints to outpace evolving fraud tactics

Parks Associates reported that in 2023, the average US household with internet access had 17 connected devices. Each household uses devices tied to specific individuals, with associated email addresse...

‹
1
2
...
19
20
21
22
23
24
25
...
769
770
›