NEW YORK—As broadcasters look for new revenue streams and work to demonstrate the value of TV advertising, a new report from Video Advertising Bureau (VAB) examines the state of shoppable TV ads and some of the opportunities they are creating.
"As consumers' viewing habits and buying preferences continue to evolve towards digital experiences, more TV platforms are introducing ad formats featuring shoppable experiences to connect them directly to brands and stimulate conversions and sales," said Jason Wiese, senior vice president and director of strategic insights, VAB. "These interactive ad formats further enhance TV as a high-performance channel that ignites full-funnel outcomes while also providing marketers with innovative ways to increase engagement with customer prospects."
