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With more TV viewers second screening, it’s no surprise that shoppable ads are a huge area of development and interest, writes Adrian Pennington.
US viewers of February’s Super Bowl saw a 15-second ad for lip gloss promoted by Cardi B which had been censored and edited because of its non-family-friendly innuendo. However, those watching online or an internet-connected TV could see the uncut 50-second version by scanning a QR code featured in the commercial.
This publicity-generating engagement by the beauty brand is the latest example of the trend towards shoppable TV.
The equivalent of click-to-purchase on social media, shoppable TV is the ability for marketers to shorten the path from viewing an ad to purchasing a product made possible by...
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