The Next Wave of Interactive Advertising: Unlocking the Power of Shoppable TV without QR Codes

Below is a guest article by Peter Hamilton, who serves as the director of ad innovation at Roku. The opinions expressed in this piece are solely those of the author.

The Super Bowl held last year marked the revival of the traditional TV spot. Coinbase, a cryptocurrency exchange, unveiled a commercial featuring a captivating QR code swiftly traversing the television screen, reminiscent of a DVD screensaver. The outcome? Sensor Tower data revealed that Coinbase experienced a remarkable 309% increase in app installations on a week-over-week basis. Moreover, the landing page of the company received an astounding 20 million visits in just one minute, six times surpassing previous benchmarks.

TV remotes outperform QR codes

Shoppable QR codes were initially designed to offer customers convenient access to product information for easy purchasing. However, as consumer behavior has evolved, shoppable ads need to adapt and innovate to ensure interactivity.

QR codes can sometimes cause inconvenience. Users have to lift their phone, open the camera, scan the QR code, launch the web browser, and then start the checkout process. This complex process often leads to users getting confused or rushing out of time, resulting in a missed opportunity for the brand.

Instead, shoppable ads that start with the TV remote offer a faster route to purchase for both marketers and consumers. With just a click of the remote, the ad appears on the TV screen, allowing consumers to instantly react. The result of simplifying the marketing process? Shoppable ads on TV, enabled by remote purchasing, generate approximately four times more conversions compared to ads that utilize QR codes, according to Roku’s live advertiser campaign data. By ensuring a seamless and effortless experience for viewers, this translates into a more convenient and enjoyable experience for consumers.

Longer ads perform better

Research shows that 30-second spots outperform 15-second spots by three times. The combination of visuals, sound, and movement effectively conveys a story. When viewers sit back to watch TV, they require time to comprehend the brand, the product, and the value it offers. They anticipate immersive storytelling on the most expansive screen in their homes. This presents marketers with an thrilling chance to move beyond conventional banners or buy-now promotions. They can leverage their familiarity and passion for television storytelling to create more impactful and daring campaigns.

Frequent calls-to-action win the day  

Psychological studies have consistently indicated that our memory tends to prioritize the highest and final points of an experience when we recall it. This cognitive phenomenon, known as the "peak-end rule," plays an integral role in shaping our recollection of various events. To illustrate, if we reflect upon a recent tennis match, the standout moments could be the remarkable rally that took place and the intense emotions experienced during match point.

However, shoppable ads require early and frequent calls-to-action in order to effectively close the sale. This strategy helps educate viewers about the ad's interactive nature and encourages them to take action. By consistently priming viewers and setting their expectations, missed opportunities can be avoided. According to Roku data, when actors or celebrities featured in the ad inform viewers that the product can be purchased directly from their TV, conversions can improve by more than four times. Additionally, incorporating a visual or voice reminder in the creative can result in a two-fold improvement in conversions.

Reducing friction in the funnel   

"The future has already arrived; it simply lacks equal distribution," stated William Gibson. The upcoming cohort of visionary marketers will not be content with simple QR codes. Instead, they will harness the power of television as a canvas to infuse life into their endeavors and generate an abundance of what customers truly adore.