A new study from LG Ad Solutions found that most CTV users are ready for a more integrated shopping experience on their TVs.
The study found that 53% of CTV users wish all TV ads had a quick option to buy the product and 63% wish they could see store/brand inventory from their TV.
CTV users are highly influenced by TV ads in their shopping decisions. 81% of CTV users are influenced by TV ads in their shopping decisions and 63% often discover new brands and products through TV ads.
CTV users are open to using QR codes to shop from TV ads. 7 in 10 viewers like TV ad creatives that include a QR code, with 62% open to scanning a QR code on a TV ad in the next 12 months and 38% likely to make a purchase after scanning a QR code on a TV ad.
QR codes must be made more effective with personalization. The primary reason consumers don’t scan QR codes on TV ads is a lack of interest in the product or brand (70%). Additionally, respondents note that the ad did not appear for long enough (21%), their phone/tablet was out of reach (13%), they don't know how to scan a QR code (10%) and there was no discount code (8%) as reasons why they didn’t scan.
Shoppable TV reaches consumers throughout the purchase funnel. By category, Clothing/Apparel and Electronics showed the highest engagement/attention potential with Shoppable TV ads, while Grocery/CPG, Restaurants, and TV/Film represent the largest opportunities for purchase intention using QR codes in creative.
The study's findings suggest that advertisers need to create more personalized and interactive shoppable ad experiences within CTV environments. This includes using niche audience datasets, such as consumer purchase and ACR segments, to ensure that ads are relevant to the viewers who are seeing them.