More than half of CTV users want to shop from ads

A recent survey from LG Ad Solutions indicates that CTV viewers have a strong desire to collapse the funnel and shop directly from CTV ads. Grain of salt and all considering the source but…

MOUNTAIN VIEW, Calif.—LG Ad Solutions has released a new survey that indicates many consumers would like to be able to shop directly from their TVs. 

Its latest streaming survey, “The Shoppable TV Report: 2024 and Beyond,” found that 53% of CTV users wish all TV ads had a quick option to buy the product and 63% wish they could see store/brand inventory from their TV.

“Most CTV users envision and desire a TV experience that enables them to easily purchase the products advertised to them,” said Tony Marlow, CMO at LG Ad Solutions. “The future of television is shaping up to be an immersive canvas of personalized, interactive experiences. We are entering an era where TV is not just a device for passive viewing, but also a dynamic platform for engagement, interaction, and shopping.”

The study surveyed more than 1,200 US consumers to determine their perceptions of shoppable TV advertisements and subsequent purchasing behavior.

Full story at tvtech.