Roku tying up with Shopify represents another step in the growth of the streaming TV ads as well as the convergence between commerce and content, approaches that will face an important test around the holidays as consumers remain wary of in-person shopping amid the pandemic.
Through the first-of-its-kind integration, Roku has the chance to secure ad dollars from the vast array of SMBs that rely on Shopify to manage their commerce operations. For those media buyers, the partnership enables them to engage in TV advertising — something that is often out of reach for smaller brands — while helping to draw a more direct link between advertising and consumer purchases, a connection that can be hard to pin down on linear media channels.
There is a connection between streaming TV and online shopping, according to the release, which cited a recent survey done with The Harris Poll showing 49% of consumers report pausing their TV and shopped for a product online after seeing an ad on their TV streaming device, up from last year.
Source: Retail Dive
Omni Talk is the retail blog for retailers, written by retailers. Chris Walton and Anne Mezzenga founded Omni Talk in 2017 and have quickly turned it into one of the fastest growing blogs in retail. 