shoppable TV

Viewers – and ad buyers – are giving FAST channels a chance. Still, the FAST channel market has a long way to go, says Michael Scott, VP and head of ad sales & operations at Samsung Ads.

Shoppable TV ads may encourage sales, but they lack the measurement and performance benchmarks advertisers expect. Buyers must create their own benchmarks – and can only do so by actually testing these new ad units, including with their upfront budgets, says Mike Fisher, executive director of investment innovation at GroupM US.

What if the new storefront is a person sitting on their couch and scrolling their phone?

Amazon unveiled three new interactive ad units for Prime Video, all of which are shoppable, ahead of its TV upfront debut.

One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between shoppable TV and T-commerce.

Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.

If you’re using retail media or commerce marketing for the bottom of the funnel only, then you’re missing out on major opportunities.

Roku is making more space for brands on its home screen because it’s a good place to reach viewers with lower-funnel marketing messages.

CTV advertising is evolving from prepubescent into a profitable industry, so expect the nascent trends of last year – namely, a focus on measurement and data, transparency, targeting and programmatic – to shape CTV’s next phase of life.

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.