{"id":79265,"date":"2026-05-03T14:49:05","date_gmt":"2026-05-03T14:49:05","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/?p=79265"},"modified":"2026-05-03T14:49:05","modified_gmt":"2026-05-03T14:49:05","slug":"tv-emerges-as-commerce-growth-channel-for-advertisers","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/tv-emerges-as-commerce-growth-channel-for-advertisers\/","title":{"rendered":"TV Emerges as Commerce Growth Channel for Advertisers"},"content":{"rendered":"
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TV is evolving into a critical channel for brand marketers, according to a report released Monday by market research and technology company Circana<\/a>.<\/p>\n

The report, \u201cThe Future of TV: Where Immersion Meets Commerce,\u201d found that 75% of U.S. households subscribe to ad-supported streaming services, driving TV to an unprecedented transaction-ready scale.<\/p>\n

TV has moved from one-way engagement to two-way interaction, it explained, opening new opportunities for advertisers to engage audiences more effectively.<\/p>\n

Advertisers looking to maximize the impact of their marketing dollars can do so by embracing interactive TV, according to Circana, which reported that connected TV now drives a higher return on ad spend (ROAS) than linear TV by more than 15% and short-form video by more than 21%.<\/p>\n

Those performance gains show TV moving from a reach vehicle to a full-funnel, results-driven platform, the report reasoned.<\/p>\n

\u201cThose findings make sense based on what I see every day with pet brands,\u201d confirmed Patricia Jones, CEO and co-founder of New York City-based Paws PR<\/a>, which produces TV segments for product placement of pet brands.<\/p>\n

\u201cAnyone tuning into connected TV has an intention to view content they are interested in,\u201d she told the E-Commerce Times. \u201cOn connected TV, brand content is genuinely relevant to a customer.\u201d<\/p>\n

Rethinking the Funnel<\/h3>\n

\u201cStreaming video and connected TV in particular absolutely tend to outperform linear TV,\u201d said Michael Goodman, a senior contributing analyst with Parks Associates<\/a>, a Dallas-based market research and consulting company specializing in consumer technology products.<\/p>\n

He explained that ad-supported streaming has changed how brands think about the funnel \u2014 the journey a consumer takes from first becoming aware of a product to eventually buying it.<\/p>\n

\u201cAd-supported streaming turns video into a data-driven, interactive and measurable channel with more precise discovery, more dynamic storytelling and purchases that become immediate and tractable,\u201d he told the E-Commerce Times. \u201cThat fundamentally reshapes how brands plan and execute campaigns.\u201d<\/p>\n

Katherine Cartwright, co-founder of Criterion Global<\/a>, an international media buying agency headquartered in New York City, agreed. \u201cTwo-way interaction is the payoff of quality measurement,\u201d she told the E-Commerce Times.<\/p>\n

\u201cTV can become a feedback loop,\u201d she said. \u201cViewers don\u2019t just watch \u2014 they respond, search, scan, and transact. Every airing can now be measured for its potential downstream signal, which fundamentally changes how we plan and optimize campaigns.\u201d<\/p>\n

Contrary to Circana\u2019s findings, however, she argued linear and short-form TV can outperform CTV. \u201cWe\u2019ve proven it many times,\u201d she asserted. \u201cThe reality is that the technology has evolved faster than the means to universally measure it, and most advertisers don\u2019t know how to measure video strategy holistically.\u201d<\/p>\n

Surrounding Interaction<\/h3>\n

Streaming and TV have now been working hand in hand for quite some time and are an accepted, expected part of the consumer experience, observed Aaron Smedley, GM of Shopify at Cloudinary<\/a>, a global image and video platform. \u201cThis means that video has evolved away from just being a one-way storytelling channel and now has to function like a storefront,\u201d he told the E-Commerce Times.<\/p>\n

\u201cThanks to streaming, video is always-on and accessible, which has completely changed the discovery game for advertisers because now it occurs through delivered content and not just search,\u201d he explained. \u201cVideo is directly driving action, which means content deliverers have got to meet consumer expectations of high quality with fast loading times and a completely seamless experience.\u201d<\/p>\n

\u201cEven though video is now more effective than ever, consumers\u2019 patience is still very thin,\u201d he continued. \u201cIf something is slow to load, the quality is poor, or the content is not personally relevant, the consumer will move on very quickly, and that engagement is nearly impossible to recover.\u201d<\/p>\n

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\u201cUltimately, TV has stopped being a one-way delivery experience,\u201d he added. \u201cViewers can move from watching to taking action in an instant. This turns video into a more interactive, two-way experience for both the advertiser and the consumer.\u201d<\/p>\n

Connected TV is interactive but not always in the obvious \u201cclick the remote to buy something\u201d way, maintained Mike Pierce, streaming insights and data partnerships lead at JustWatch<\/a>, an online streaming guide with information on more than 200,000 movies and TV shows.<\/p>\n

\u201cThe interaction is often happening around the TV rather than directly on the TV,\u201d he told the E-Commerce Times. \u201cViewers are watching on the big screen while browsing, searching, texting, shopping, or using social platforms on another device.\u201d<\/p>\n

\u201cSo TV is becoming more interactive, but not necessarily because the TV interface itself is suddenly highly interactive,\u201d he explained. \u201cIt is interactive because it is part of a larger multi-screen behavior loop.\u201d<\/p>\n

Market Redefined by Youth<\/h3>\n

The Circana report also noted that younger viewers and millennials are key audiences because of their size, spending power and viewing preference. It projected that by 2030, Gen Z and millennials will dominate the U.S. population and drive 60% of retail sales growth.<\/p>\n

\u201cYounger viewers have redefined the TV marketplace directly because of how they see TV itself,\u201d said Cloudinary\u2019s Smedley. \u201cThey don\u2019t separate TV from digital content anymore.\u201d<\/p>\n

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\u201cTo younger viewers, everything is universally content no matter what channel or format that it is delivered to them from,\u201d he explained. \u201cEvery screen \u2014 laptop, tablet, mobile \u2014 is a content system.\u201d<\/p>\n

\u201cPlatforms like TikTok and YouTube aren\u2019t really seen as social media anymore,\u201d he continued. \u201cInstead, they have become one more content vehicle because of the long, daily engagement those platforms see.\u201d<\/p>\n

\u201cThey want relevance, lower ad loads, and control,\u201d added Criterion\u2019s Cartwright. \u201cThat forces brands to earn attention, not just buy forced views.\u201d<\/p>\n

Results-Oriented Outcomes<\/h3>\n

While TV is becoming a commerce-enabled growth channel, most brands still treat TV production and e-commerce as separate departments, with separate planning and budgets.<\/p>\n

\u201cConnected TV has the potential to break down barriers and reduce the distance between these two so that each production works simultaneously as entertainment, persuasion, and point-of-purchase,\u201d said Tavares Beverly, president of Beverly Boy Productions<\/a>, a global video production company.<\/p>\n

\u201cWhile a shift like this demands coordination both on set and off, some of our best campaigns have come from bringing teams together to achieve a common goal from the start,\u201d he told the E-Commerce Times. \u201cThink production, marketing, and sales coming together from the start to ensure the highest possible return on ad spend. This kind of integration is what connected TV is capable of behind the scenes.\u201d<\/p>\n

\u201cI think a big takeaway here is that, in many ways, brands and advertising are shifting to results-oriented outcomes,\u201d observed Parks\u2019 Goodman. \u201cThere\u2019s an expectation that you can have a measurable return, and that return on your advertising dollar is more than just awareness.\u201d<\/p>\n

\u201cWhether it is actionable ads, shoppable ads, retail media,\u201d he continued, \u201call these things come together to produce actionable results for the advertiser that are deep in the funnel, close to the purchase or close to the outcome that they\u2019re trying to achieve.\u201d<\/p>\n

\u201cThe important thing is not to define TV commerce too narrowly,\u201d added JustWatch\u2019s Pierce. It is not only about clicking \u2018buy now\u2019 with a remote. That may become more common, but the bigger opportunity is the connection between attention and intent.\u201d<\/p>\n

\u201cThe brands that do well in CTV will be the ones that do not treat it as just another digital ad placement,\u201d he said. \u201cIt needs strong creative, a clear audience strategy, and a realistic view of how people actually behave, often watching on the TV, but acting on another device.\u201d<\/p>\n<\/p><\/div>\n

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Published by Dralys Blog \u2013 Stories | Insights | Innovation<\/strong><\/p>\n

Discover more on DralysStore.com<\/a><\/p>\n

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