Shoppable TV is nothing new-QVC has been around for over three decades, after all-but the convergence of addressable linear TV, OTT streaming, connected TV (CTV) ads, and mass online retail is now laying the groundwork for Shoppable TV 2.0. To do this, the most prominent broadcasters active in this space-Comcast-owned NBCUniversal and Sky-have come up with the same solution: QR codes. These QR codeactivated ads (QRVC) can be embedded into the ads shown on the TV screen and, when scanned by a viewer’s mobile device, direct them to a brand’s product page or online retail listing, where the purchase can be made on the second screen. Page visits facilitated by the QR code are identified and measured, thus providing direct attribution to the ad campaign, in addition to more traditional metrics such as reach.
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