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Could TV Commerce Catch On?

Shopping via the TV has important implications for TV advertisers

Smart TVs are in an increasing number of US households, with eMarketer estimating almost one out of five households will own a smart TV in 2013. As the TVs become more mainstream, the possibilities for the internet-enabled devices are vast, including shopping via the TV.

In May 2013, Delivery Agent, which makes apps offering integration between TV shows and advertising, surveyed US consumers who had previously visited one of its TV network ecommerce sites. More than two-thirds of respondents said they were interested in using their TVs for shopping. Although this sample was predisposed to TV-inspired shopping, respondents’ enthusiasm suggests that there is significant potential for TV content creators and advertisers to drive immediate conversions.

Of interested TV shoppers, 82% said they could see themselves purchasing products featured in a TV program, and 76% said they would be interested in purchasing products advertised in commercials. TV shopping based on apparel and entertainment commercials saw the most interest, followed by food and beauty.

Half of the respondents interested in TV commerce felt that shopping via their TV would be convenient, citing this as its primary appeal. Another 29% thought it would be a fun activity, and a relatively minimal 5% cited sociability as an appeal of shopping via the TV.

TV still takes by far the greatest percentage of US ad spend. eMarketer estimates TV ad spending will reach $66.35 billion this year, or 38.9% of total media ad spending. If TV content and advertising can begin to drive direct-response efforts, alongside branding, TV ad investments could become even bigger and more dynamic.


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