Shoppable TV Ads Growing? Expand Your Vision - And Concern

• by Wayne Friedman , Staff Writer, 6 hours ago

What’s the future of shoppable TV ads? Apparently very good. But just don’t think about the TV set, or your mobile phone, as the only devices through which a purchase can be made.

Think about your less-appealing looking household devices. Maybe you call them "appliances."

TV networks claim that shoppable TV ads are very effective -- but only if you have an electronic device in your hand, or nearby.

Shoppable ads can appear while watching a TV drama, comedy, or unscripted series -- where sweaters, sports jackets, an espresso maker, or some other consumer product might be for sale onscreen.

Perhaps a simple QR code appears. You make a click. And the product is winging its way to your home. 

But other analysts say to broaden your view -- beyond TV.  

Amie Owen, U.S. head of commerce for Universal McCann Worldwide, at a recent industry event said that in five to 10 years you will need to expand your vision to include variety of new, smart appliances: 

Your refrigerator, your washer and dryer and maybe your Breville/Nespresso coffee machine. Appliances will prompt you to click on whatever electronic touchpad they might have. 

Now add in future technology -- AI -- if you dare, and how this could foster predictive shoppable needs. Media agency executives also say this is coming.

Apple’s Siri and Amazon’s Alexa are already working in this area. Purchase reminders could be set for the future.

But what if those home voice-enabled devices anticipate not just future purchasing needs, but those products that you have engaged via a video message/shoppable message from a brand?

I’m just waiting for my iRobot vacuum to roll up to me, red blink me, and talk up not just the need for a new vacuum bag but suggest -- by way of its observation -- that the home also needs a new paint job on the baseboard floor molding.

That will have me eyeing any Home Depot TV ads that feature and confirm any sales for floor molding paint.

Hopefully, by that time, I will stay abreast of such forward-looking messaging -- aided by the fact that future AI-encumbered devices will do the right thing -- privacy-wise.

And if those devices somehow automatically start ordering stuff, I’ll be able to return it, right?