Broadcasters Need To Prepare For Shoppability. Here’s Why

As the broadcast industry continues its shift toward ad-supported streaming, all players are looking for ways to double down on the digital ad revenues that haven’t always been easy going. Amid a gold rush of new ad formats, pricing tiers and addressable models, few content providers have truly cracked the code of interactive, shoppable TV. If broadcasters and streamers want to compete with digital-native giants like YouTube and Meta, they’ll need to catch up fast — and so will the ad ecosystem that underpins their future.

Show Me The Interactivity

Advertisers are following audiences to CTV and OTT platforms in record numbers. Global CTV ad spend is projected to double from $20.5 billion in 2023 to $41.2 billion by 2028, according to PwC’s Global Entertainment & Media Outlook 2024–28. But while server-side ad insertion (SSAI) technologies are now commonplace and helping platforms deliver personalized ads at scale, the real monetization game-changer lies in what comes next: interactivity. The ability to transform passive viewers into active consumers is the new frontier in streaming — and it’s still largely untapped.

This matters because today’s viewers expect more than lean-back experiences. They’re used to clicking, swiping and purchasing within the same app. Social platforms like Instagram and TikTok have normalized the blend of entertainment and commerce — and they’ve been able to attract a much larger pool of digital advertisers than traditional broadcast with highly personalized, segmented targeting methods. So, why should CTV be any different?

The appetite is there. According to Parks Associates, 52% of US consumers are “likely or very likely” to engage with commercial activities on CTV platforms — including ordering food from TV promos, clicking for product info during shows, or buying merchandise tied to content. Delivered in the right way — and with a smooth user experience — shoppable ads can attract new advertisers and transform return on ad spend through higher engagement, precise measurement and direct sales conversion.

Making Shoppability Deliver On Its Promise

The reality is that fragmentation and friction have, until recently, curbed shoppability. CTV lacks standardization. Different operating systems, devices and app environments create complex barriers for campaign deployment and measurement. At the same time, not all platforms today are equipped to handle true interactivity. Delivering a clickable ad that triggers a mobile push notification or purchase prompt requires deep integration between video players, notification systems and retailers — not to mention robust viewer data handling and cross-device coordination. It’s a tall order, but it’s also one of the streaming industry’s best shots at cementing sustainable digital ad revenues.

Several pioneers are forging ahead. Roku’s interactive ads and Fubo’s shoppable pause ad formats demonstrate momentum in CTV shoppability, while in France, TF1’s SSAI-enabled spot-level targeting has laid the groundwork for more personalized, valuable ad replacement models.

But to make shoppability work at scale, streamers and ad tech partners need to come together on a few challenges. This includes fostering standardization and interoperability to reduce complexity for advertisers, enhancing user interfaces and tackling clunky issues around QR integration and authentication, and prioritizing user experience by designing balanced ad experiences that complement, rather than disrupt, the viewing. So, if you’re experimenting with L-Banner ad formats, that means carefully integrating new ad options on-screen without frustrating viewers — done right, it’s a game-changer that can add powerful value without sacrificing engagement.

In digital advertising, personalization and performance measurement are table stakes — and CTV needs to up its game to stay competitive. By embracing shoppable ads and interactive formats, broadcasters can take the monetization fight right into the digital giants’ backyard. Game on.

Matthias Guille is VP, cloud platform, at Broadpeak.

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