The Shoppable TV Report: 2025 and Beyond

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As CTV continues to grow, more advertisers are incorporating “shoppable” ad features to create seamless buying paths for audiences. The Shoppable TV Report: 2025 and Beyond, an update on last year’s extremely popular research study, reveals US consumer perceptions around “shoppable” TV advertisements一such as scannable QR-enhanced ads and interactive click-to-landing page ads一as well as subsequent purchasing behavior after seeing TV ads.

Among the report’s findings:

  • A desire to do more with shoppable TV. While the majority of CTV viewers say they use their mobile phones to make a purchase after seeing a TV ad, 60% would save their shipping and payment details on their TV for quick checkout.
  • Tech integration takes center stage. When asked how they’d like to complete purchases via TV, 62% of CTV viewers would use their voice to add products through a smart home device.
  • Key TV purchase drivers. Top drivers of TV ad purchases include discounts or promotions (57%), product features (42%), demonstrations of product use (36%) and attractive visuals (32%).

 

For more information on The Shoppable TV Report: 2025 and Beyond, download the full report today!

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