Majority Of Consumers Wish They Could Browse Products Through TVs

LG Ad Solutions' recent Shoppable Ad Report details consumer sentiments around shoppable ads on CTV, and how audiences want to interact with those ads. One of the primary takeaways from the report is how a significant portion of consumers polled are interested in utilizing TVs directly for shopping behaviors – including but not limited to wish lists.

• LG Ads found that 56% wish they could see store or brand inventory on their TV, effectively extending televisions from a means to view shoppable ads into a means to view the merchandise advertised.
• 45% wished they had a quick option to buy the product, bridging that gap from ad to purchase even closer, without the utilization of a QR code.
• Slightly fewer, 43%, wish they could shop directly – which could include specific item quick purchases, but you could infer it would also include an actual store housed in the TV interface optimized for that specific platform.

Understanding these consumer preferences helps advertisers, streaming services and TV manufacturers plot out the future of shoppable ads in a way that plays toward behaviors audiences already want to engage in. Check out LG Ad Solutions' full report for more on the state of shoppable ads.