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

As it turns a year old, AT&T’s streaming service hits a milestone

The promotions have continued since then. Currently, customers who prepay for four months get a free Apple TV 4K in return. One month of prepay earns customers a Roku streaming stick. And new customer...

Report: Smart Devices Must Solve Everyday Problems, Security Weaknesses

In their Tuesday webinar on advancements in smart home technology, Sean Wargo, senior director of marketing intelligence at AVIXA and Brad Russell, research director, connected home, at Parks Associat...

Report: Smart Devices Must Solve Everyday Problems, Security Weaknesses

In their Tuesday webinar on advancements in smart home technology, Sean Wargo, senior director of marketing intelligence at AVIXA and Brad Russell, research director, connected home, at Parks Associat...

Sling TV gains customers, keeps starting price at $20 for now

Its Sling TV service also ranks among the top 10 most popular cord-cutting video services, according to market researcher Parks Associates. It puts the company ahead of direct rivals such as AT&T’s Di...

‹
1
2
...
621
622
623
624
625
626
627
...
769
770
›