1:50pm
Shoppable TV has been having a moment recently, with high-profile product roll-outs, deployments and campaigns by a range of networks, streamers, platforms and brands, including Warner Bros. Discovery, Disney, The CW, Hulu, Amazon, LG, Samsung, Walmart and Kroger, to name but a few. At the same time, there appears to be considerable interest in shoppable TV on the part of consumers, with a recent report from LG Ad Solutions finding that 60% of CTV viewers would like to be able to complete purchases directly through their TV sets; and with recent research from Emarketer finding that 63% of consumers discover new brands and products through the TV and that over 40% plan to increase their TV-inspired spending over the coming year.
This session will bring together representatives of companies that are playing a key role in the ongoing explosion of interest in shoppable TV to address such questions as: What impact are AI and other emerging technologies having on the shoppable-TV space? What role will single- and two-screen approaches respectively play in the space going forward? What considerations should guide the user experience and user interface of shoppable-TV applications? What kinds of advertising and programming content are most effective for shoppable TV? And to what extent do advertising formats—and even programming content—need to be rethought in order to take full advantage of the emerging medium? Panelists include: