MAGNA Media Trials and Warner Bros. Discovery Study Highlights How Shoppable TV Ads Turn Viewers into Buyers

As audiences increasingly stream their favorite shows and movies TV advertising continues to evolve in bridging entertainment and commerce in new ways Even as viewers express strong interest in buying products they see on TV many still find it difficult to take that next stepTo better understand how advertisers can close that gap MAGNA Media Trials in partnership withamp160Warner Bros Discovery released amp8220Closing the Gap How Marketers Can Convert TV Buzz into Brand Actionamp8221 a new study that explores how the methodology from Shop HBO Max can help brands turn viewer interest into purchasequotWeamp8217re living in the age of relevance where timing context and convenience define the consumer experienceamp8221 said Derek Gatts Vice President Ad Strategy and Innovation Warner Bros Discovery amp8220With Shop HBO Max weamp8217re connecting premium storytelling and intuitive shopping in the exact moment of inspiration turning engagement into action Thatamp8217s why WBD continues to lead in shoppable entertainment helping brands meet audiences where they are when it matters mostquotWith advertising playing a pivotal role in connecting brands with their audiences marketers need every impression to work harder especially on high reach touchpoints like TV This research reveals how TV advertising can meet that challenge by turning viewer interest into tangible resultsThe study findings demonstrate that shoppable ads on TV make a meaningful impact on key metrics boosting brand interest 9 pts for familiar brands and 14 pts for unfamiliar brands improving brand favorability 9 pts for familiar brands and highlighting product attributes 16 pts for unfamiliar brandsKey takeaways from the study includeTodayamp8217s TV viewers are not just watching theyamp8217re buying 64 of streamers say theyamp8217ve purchased a product after seeing it in a TV ad amp8220oftenamp8221 or amp8220occasionallyamp8221Younger audiences move fast in making purchases Gen Z and Millennials are significantly more likely to make sameday purchases after seeing a TV ad proving that immediacy drives actionMobile has become the goto device for shopping inspired by TV with 63 of viewers preferring to buy on their phones Shop HBO Max help bridge the gap by making that experience seamless 82 say shoppable ads make buying easier and 54 have already made purchases from a shoppable adContext matters shoppable ads that align with surrounding content boost viewer excitement When brands lean into the natural connection between programming and product viewer excitement rises by 11 points from 58 for noncontextual ads to 69 for contextually aligned onesFrom Insights to Action What marketers can do right nowShoppable ad formats resonate across categories not just retail and CPG but also travel 80 and finance 73 demonstrating the power to turn passive viewers into active buyers enhancing both utility and engagement with ads50 of viewers have experienced frustration trying to find products theyamp8217ve seen on TV there is still room for brands to get creative and find innovative ways to connect with consumers through this ad formatAccording to the MAGNA and Warner Bros Discovery Shop HBO Max study brands whoseamp160products naturally fit the moment and present an ad experience that feels organic and compelling have a chance to win over their audiences boosting areas like purchase intent 13point lift and brand favorability 69 through highly effective adsTo learn more and read the full MAGNA Media Trials report click herePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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