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

Parks Associates: Streaming Media Plays Huge Role in Connected Households

Netflix, Hulu, YouTube...these are household names when it comes to providing an evening's entertainment. A new report from Parks Associates shows just how saturated these brands are, as over one in f...

Ten Percent Of Spanish Broadband Households Own A Smartwatch

New data from Parks Associates (www.parksassociates.com) finds that 10 percent of Spanish broadband households own a smart watch, followed by eight percent in the U.K., seven percent in Germany, and s...

Smart home device adoption highest among 25-34 households

"Nearly 40% of U.S. broadband households with a security system also own a smart home product," said Stuart Sikes, president, Parks Associates. "Safety and security are the leading value propositions...

Households Very Concerned About Security/Privacy When Using

"Broadband households in the U.S. now own an average of more than seven Internet-connected computing and entertainment devices, and nearly one-fifth own a smart home device," said Patrice Samuels, res...

‹
1
2
...
446
447
448
449
450
451
452
...
769
770
›