Roku and Dentsu Unveil Consumer Insights on Shoppable TV

Roku and Dentsu Unveil Consumer Insights on Shoppable TV

Roku, Inc. and Dentsu have unveiled new findings from a joint study examining how consumers interact with shoppable TV. As streaming becomes the primary mode of TV consumption, brands are exploring how to make the experience more interactive and commerce-driven. The research highlights the emerging consumer appetite for TV-driven purchases and what drives meaningful engagement in a shoppable media environment.

1. Consumers Embrace Shoppable TV with Clear Value Propositions

  • Viewers are open to shopping directly from their TV screens.
  • Engagement is driven by perceived value—such as time savings, exclusive offers, and tailored recommendations.
  • Consumers respond positively when shoppable content provides something useful or personalized in return.

2. Integration of Content and Commerce Enhances Attention

  • 72% of consumers pay more attention to ads reflecting their interests or shopping habits.
  • 71% are more attentive to ads for brands/products they’ve previously purchased.
  • Almost half of viewers are likely to engage with ads that allow purchases directly from shows, movies, or live events.
  • Apparel and electronics are the top-performing categories for ad engagement on shoppable TV.

3. Personalization Must Be Valuable and Actionable

  • 83% of respondents see value in relevant ads, but only 34% actually pay attention to them.
  • Over 50% are open to using their TV to add products to digital carts or complete purchases using saved credentials.
  • This shows that interactivity must go beyond familiarity—actionability is key to capturing attention.

4. Interactive Ads Drive Long-Term Brand Impact

  • Shoppable formats build brand equity even without immediate conversions.
  • Kantar Milward Brown data shows a 58% increase in unaided brand recall when video ads are paired with interactive elements.
  • Ads that offer content discovery or enable seamless transactions are especially effective at maintaining viewer attention.

5. Smart Partnerships Fuel Scalable Performance

  • Roku has been named a preferred CTV partner by Dentsu, reinforcing its leadership in performance and brand impact.
  • Roku’s scale and platform capabilities enable both direct purchase conversions and sustained brand engagement.

6. Methodology of the Study

  • Conducted by Luth Research with 1,000 U.S. respondents.
  • Participants used at least one ad-supported streaming platform and consumed content via smart TVs or streaming devices.
  • All respondents engaged with social media platforms weekly, ensuring a digitally fluent sample base.

The study by Roku and Dentsu highlights a critical evolution in the TV advertising space—shoppable TV is no longer a novelty, but a growing opportunity to convert passive viewers into active consumers. By combining personalized, value-driven experiences with interactive formats, marketers can now turn the living room screen into a point of sale and an engine for brand growth. As viewer expectations evolve, the brands that meet them with seamless, relevant, and actionable experiences will lead the next era of connected TV commerce.

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