.jpg)
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...
You are not signed in
Only registered users can read the rest of this article.
FutureTech 2026: “Align on innovation, and it accelerates”
From imaginative politics and shifting approaches to innovation to adaptable governance of technology, no topic was off the table at this year’s DTG’s FutureTech. George Jarrett reports.
Creator economy comes to enterprise: What does broadcast AV really mean today?
As video becomes a core enterprise capability, broadcast AV is being redefined. It’s less about better hardware and more about network-native, production-grade media systems that can scale, are interoperable and operate reliably inside modern IT environments.
Age diversity: What to do about an age-old problem?
In the era of the 100-year life, is it time for the M&E industry to revisit its relationship with age diversity? As mid-career challenges and skills shortages intensify, IBC365 investigates the professionals striving to give more, over longer periods of time.
MovieLabs: Creating an industry-aligned vision for the future of media creation
How MovieLabs is building on two decades of development in film and television to help guide the future of media creation.
CES 2026: “The ChatGPT moment for physical AI is nearly here”
Passive language-based text-to-video models are so last year. From the enterprise to the home to the creative suite, the future is multi-modal AI capable of massive three-dimensional world building and physical interaction.
