A new study reveals the promise and limitations of interactive TV advertising. The key findings:

  • 36% stronger unaided brand recall vs. standard video ads
  • 95% of viewers prefer adding products to cart over immediate purchase
  • Higher CPMs: 10-15% above industry standards
Anu Adegbola

The real question is: will people want to shop from their TV?

In a sense we already do this when we buy a movie, but that feels different than buying a shirt, etc.

Google and Amazon (and Paramount (via Walmart)?) get an immediate advantagege since they can drive you to an app where you are logged in and already shop.