![]() Meghan Markle is spotted wearing a $4 ANTI-STRESS patch that 'provides resonance and frequencies for calm' on wrist as she dons wool coat and scarf despite warm California weather.Meanwhile, it’s an important segment of the broader shoppability movement. After all, habits are hard to form so there will be a gradual learning curve. It will take time for cultural acclimation to T-Commerce, as noted. We’ll keep watching as the large screen gradually becomes a shopping touchpoint. Along with contextual targeting, this first-party advantage is a big factor in the privacy-first era. Roku isn’t buying or selling user data with ad networks but utilizing self-contained data from user behavior under its own roof. The magic words are “first-party,” which makes the whole thing privacy-compliant. Here, Roku can do a bit of both – contextual targeting informed by whatever movie or show is playing, and some behavioral targeting, as noted, based on its first-party data for users’ viewing habits. ![]() That brings back the heydey of pre-digital advertising when ads were placed based on adjacent content. This is mostly due to the privacy-inflicted ad-world shifts that are causing budgets to move from behavioral targeting (e.g. As we’ve examined, streaming and CTV advertising are surging. Stepping back to the broader CTV angle, all the above comes at an opportune time. On the bright side, Roku and Apple have already trained consumers to buy movies with a TV remote. Any new behaviors like this need to accommodate consumers existing comfort and cognition. This optionality is key for any T-Commerce play, given that shopping on your TV isn’t culturally a thing yet. Those more comfortable with their mobile device UX can scan an on-screen QR code or follow text prompts. They can transact on the spot using their Roku remote and a Roky Pay account. Once a user decides to interact with an ad – in this case, product spotlights – they have several options. Ads show up in various places such as the idle screen inventory when a show is paused, and other non-interruptive moments. These ads are targeted based on several privacy-compliant triggers such as viewing history, geography, audience look-alike profiles, and other anonymized factors. In other words, rather than TV viewers actively navigating to a Shopify channel to browse and shop for things (questionable living-room behavior) they’re targeted for specific products through Roku’s Action Ads. Zeroing in on the details of the Shopify collaboration, it’s more of a push than a pull. Its eCommerce partners are meanwhile attracted to its 70 million users. The idea is to diversify its business through greater ad revenue. ![]() Past moves include partnerships with Walmart and Doordash. It’s all about making traditionally upper-funnel formats more actionable and transactional.įor Roku, the Shopify deal is just the latest in a series of moves to build out its T-Commerce play. This is also part of the broader shoppability trend in many consumer touch points – everything from YouTube to Instagram. With these macro trends has come a push to bring more shopping to the living room. ![]() With the growth of CTV products like Roku and Apple TV – versus linear/broadcast television – things are digitized… which opens the door for web-like targeting and e-commerce. This includes the ability to transact through the TV interface or a “second-screen” mobile handoff.īacking up, what is T-Commerce? As its name implies, and as the deal above signals, it involves shopping on your TV. The collaboration will position Shopify merchants and their products as targeted ads throughout the Roku user experience. Roku has announced the latest partner to accelerate its T-Commerce play: Shopify. ![]()
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