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Shoppable CTV: the next frontier in retail media and consumer engagement 18 MAR 2025

Trends

Shoppable CTV: the next frontier in retail media and consumer engagement

Shoppable CTV is gaining traction as 38% of US ad buyers increase investment in the format, while 45% of CPG marketers see it as retail media’s next frontier. Although 43% of consumers want to shop via TV, only 10% have done so, revealing a gap in adoption. With Amazon, Instacart, and Albertsons expanding shoppable CTV, the market is poised for growth.
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