Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.
As stated in an eMarketer analysis, consumer interest in shopping via TV is growing, but adoption isn’t mainstream yet. Brands must be strategic about how and when they use the format. Shoppable ads are gaining traction among advertisers. Over a third (38%) of US ad buyers are investing at least somewhat more in shoppable ads in 2025, according to December 2024 data from Interactive Advertising Bureau.
In addition, 45% of US consumer packaged goods (CPG) brand marketers think shoppable video content is the next frontier for retail media, according to October 2024 data from Path to Purchase Institute and TransUnion. RMNs are also expanding their shoppable inventory. Major players like Amazon, Albertsons Media Collective, and Instacart introduced shoppable CTV formats last year, underscoring the growing momentum.
Some 43% of consumers wish they could shop online using their TV, according to LG Ad Solutions’ Shoppable TV report. However, only 10% of US adults have made a purchase via shoppable commerce on a CTV platform, according to an October 2024 survey from EMARKETER and Bizrate Insights. This disconnect could be attributed to a lack of shoppable TV technology, but it also could be an instance where self-reported data from consumers doesn’t match up with their actual habits. Still, TV does play a role in purchase decisions, with 79% of consumers reporting TV ads influence their shopping decisions and 47% making a purchase after seeing a TV ad, per LG Ad Solutions.
A growing number of US TV viewers are embracing mobile devices as their preferred method for making purchases inspired by television content. According to an August 2024 survey by EMARKETER and Shopsense AI, 69.3% of viewers prefer using a mobile phone or tablet to buy something they saw on TV.
The convergence of connected TV (CTV) and mobile shopping is further supported by findings from LG Ad Solutions, which reveal that 71% of CTV viewers always have their phone nearby while watching TV. Additionally, 62% are open to scanning a QR code to complete a purchase on their mobile device. In his Shoppable Media 2025 report, analyst Blake Droesch highlighted QR codes as an effective tool for testing upper-funnel shoppable ads. He noted that consumers do not perceive QR codes as intrusive, making them a seamless entry point for integrating shoppable elements into brand advertising.
The effectiveness of shoppable ads, however, depends on the content itself. Consumers respond best to ads that are engaging, informative, or offer a clear value proposition. LG Ad Solutions found that 57% of CTV viewers are influenced by ads featuring discounts and promotions, while two-thirds are willing to send a text message to learn more about a product or receive a discount code. Product details and appealing visuals also play a role, with 42% of viewers responding to ads that highlight product features and 32% influenced by visually striking advertisements.
To maximize the impact of shoppable CTV campaigns, brands need a strategic approach that complements their performance marketing efforts. Leveraging retail media network (RMN) data to retarget consumers can enhance ad effectiveness, as outlined in the Shoppable Media report. However, integrating shoppable media into marketing strategies also introduces new challenges in measurement, an area where retail media is still working toward standardization. To ensure accurate performance tracking, brands should prioritize partnerships with RMNs that offer best-in-class measurement capabilities.
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