This State of the Industry Report from Warner Bros. Discovery examines the rise of contextual commerce within CTV and streaming. As viewer habits shift, marketers are adapting their advertising strategies, integrating shoppable elements like interactive ads and QR codes. The report reveals insights from 90 agencies and brands, highlighting the success of various tactics, challenges faced, and evolving approaches to shoppable TV content. It notes that while social media remains a primary channel for shoppable ads, CTV is rapidly gaining traction.
"CTV has been historically seen as a brand awareness driver," said Derek Gatts, vp of advertising strategy and innovation at Warner Bros. Discovery. "The job to be done right now for the entire marketplace is to start to hone in on the types of solutions and capabilities that will drive a viewer to actually take action from what they see on the big screen in their living room."
This State of the Industry report, Digiday and Warner Bros. Discovery surveyed 90 agencies, brands, retailers and marketers to understand their approach to contextual commerce on CTV and how shoppable advertising is shifting the way these teams approach streaming TV.
While these shoppable ads permeate search and social media, they're making waves across streaming and CTV with high-impact creatives and unique experiences, often in the form of interactive ads, QR codes, product carousels and more.
Unsurprisingly, our respondents have ranked social media as the channel they most prioritize when investing in shoppable advertising - 57% place it first.
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