The way consumers interact with TV is evolving—and it’s no longer just about watching. According to Parks Associates’ recent report “Interactive & Shoppable TV: The Next Wave of CTV Revenues,” 7.5 million households (8% of U.S. homes with a CTV device) have purchased a physical good through a connected TV experience in the past 30 days. That’s a powerful sign that viewers are becoming comfortable with transactional video—and an even stronger signal that brands need to adapt, fast.
The same report shows 52% of consumers are likely or very likely to take action through a CTV platform, including:
- Ordering food from special TV promotions
- Clicking for more info during a commercial break
- Shopping for merchandise tied to a show or event
- Engaging with ads in real time to learn more
As shoppable and interactive TV continues to gain traction, brands that lean into this new wave of engagement stand to benefit the most. But like any digital advancement, trust is critical. In fact, 81% of viewers still have at least one concern when it comes to interactive TV features—reminding us that while the tech is here, the strategy must be thoughtful.
At Diray Media, we specialize in crafting total video strategies that blend performance with precision. Whether it’s through clickable creatives, dynamic product tie-ins, or QR code integrations, we help brands show up exactly where consumers are ready to act—on the biggest screen in the house.
From household names to emerging disruptors, we work across industries to turn traditional commercials into high-impact conversion tools. We don’t just plan media—we build experiences that are designed to sell.
📩 Curious how shoppable TV can work for your product? Let’s chat. We’ll put together a complimentary total video media plan to help you make the most of this growing opportunity.