From Thought Leaders Circle member LG Ad Solution, this report uncovers U.S. consumer perceptions around “shoppable” TV advertisements一such as scannable QR-enhanced ads 一as well as subsequent purchasing behavior after seeing TV ads.

Key Takeaways:

• FAST apps are becoming a norm. 78% of CTV users regularly use FAST apps, and 59% prefer

• FAST over paid streaming services, making FAST a critical part of every media plan.

• Shoppable TV is manifesting into reality. 66% of CTV users recall seeing an ad with a QR code in the past three months.

• CTV users like shoppable TV ads. 70% like TV ads with QR codes, and 62% would scan if exposed, making QR codes a must-have for any upcoming TV ad creative.

• Relevance converts to action with shoppable TV ads, which is the main impetus behind scanning or purchasing after seeing a TV ad, highlighting the need for accurate audience targeting.