CTV and Ad Innovation: Ai Shoppable Ads
Photo: Adobe
Shoppable Ads are becoming increasingly popular in the Digital Advertising space across all mediums. Shoppable ads are ads that allow users to shop in whatever environment they are consuming digital content in. Acxiom has put together a report on the state of Shoppable Ads in 2024 across Social Media, User-Generated Content and Sponsored Ads, Digital Video and Audio, AR/VR, Streaming TV, and Search. To check out more about the state of Shoppable Ads as of 2024, check out Acxiom’s Shoppable Ads report.
When it comes to CTV and Shoppable Ads, Ai, or Artificial Intelligence is becoming is becoming increasingly important in Shoppable Ad Innovation on CTV. Between 2023 and 2024, large CTV Streaming Networks have partnered with Ai technology partners to offer their advertisers dynamic in app and online Ai powered shoppable experiences. Two of the biggest Ai Shoppable Ad partners in the CTV Streaming market right now are:
Kerv Interactive. Check out their Ad Demos here.
Large streaming video and TV networks are already working to innovate Shoppable CTV ads with the use of Ai. Networks such as Peacock/NBC Universal, Vevo, Disney, TelevisaUnivision, and Paramount are already partnering with Kerv Interactive and ShopsenseAi.
Below is a roundup of how large Connected TV Partners are innovating in Shoppable Ads using Ai partners between 2023 and 2024:
In May of 2023, Peacock launched “Must ShopTV” to let users shop products that appear in content, in partnership with Kerv Interactive.
In November of 2023, Wal-Mart teamed with NBC Universal for shippable Bravo content on Peacock, in partnership with Kerv Interactive.
In May of 2024, Vevo teamed up with Kerv Interactive to power shoppable ads on CTV across Vevo’s CTV app and 20 FAST (free ad-supported streaming TV) channels.
In June of 2024, Disney announced that the will be partnering with Kerv Interactive to introduce 3 new Ad Formats, “Disney has introduced a new range of CTV shoppable formats with KERV – an AI tech company focused on video analysis, performance and monetization, which are now available across Disney properties and marketplaces including Disney+ and Programmatic. The three formats include Sync, L-Bar and Impulse, each leveraging dynamic QR codes, custom graphics or individual product carousels. New to the market, the Impulse ad format launched exclusively with Disney in April with Target and Nespresso, making it simple for consumers to learn more or purchase products directly on the advertiser’s site.”
In May of 2024, “TelevisaUnivision and Shopsense AI Announce Exclusive Spanish-Language Partnership for New Retail Media Experience on Linear and Streaming Platforms”
In May of 2024, “Shopsense AI Activates Retail Media Advertising with Magnite Across Launch Partner Paramount Global”
In September of 2024, “Shopsense AI Shoppable Lens Debuts at the 2024 MTV Video Music Awards ("VMAs")” and “For the first time ever, the entire VMA broadcast will be shoppable, from the red carpet to the stage, at shop.mtvVMAs.com.”
As you can see, the investment in ad innovation for CTV Shoppable ads is continually growing. As consumers continue to cut the cord, the innovation for CTV streaming ads will only continue to grow and multiply, providing more dynamic advertising opportunities for advertisers that were not available with traditional streaming video on traditional Linear and Cable TV. For tips “Tips and Tricks to Leverage CTV and Digital Shoppable Ads” check out Innovid’s “Holiday Shoppable Advertising Unwrapped Report”
