As streaming services race to profitability, shoppable ads and interactive formats represent the next frontier of monetization. Our latest white paper, in partnership with Adeia, offers a roadmap for turning passive viewers into active buyers on connected TV.

Shoppable Ads: Turning Content into Commerce

  • 7.5 million households have purchased a physical good via a CTV experience in the past 30 days - proof positive that viewers will transact directly from their TV screens.
  • Social video demonstrates vast potential: 19% of viewers made purchases through social platforms, translating to approximately 18 million U.S. households.

Platform Innovations to Watch

  • Roku’s Action Ads enable prompts like “OK-to-email” or “OK-to-checkout,” letting viewers opt-in for more information or complete purchases with their remote.
  • Fubo’s carousel and gamified ads are breaking the mold by combining entertainment with commerce, while YouTube TV’s end-screen CTAs drive viewers to act without leaving the app. 

Maximizing Engagement with Second-Screen Integration

  • 89% of consumers shop online at least monthly, primarily via mobile. Linking CTV ads to companion apps, QR codes, and push notifications taps into viewers’ dual-screen habits for seamless checkout.

Shoppable CTV ads are transforming streaming from an entertainment medium into a direct sales channel. Brands that act now to integrate interactive features will enjoy higher engagement, clearer attribution, and new revenue streams.

This white paper, in partnership with Adeia, is an urgent call to action for CTV platforms, streaming providers, and advertisers to prioritize interactivity and leverage the technology and data already at their disposal to strengthen their competitive and financial position. This research highlights consumer interest, use, and preferences for interactive features across TV and mobile viewing devices and platforms, including shoppable advertisements. It also identifies key challenges and offers actionable strategies to navigate them effectively.

Download the white paper - Interactive & Shoppable TV: Next Wave of CTV Revenues