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 step.

To better understand how advertisers can close that gap, MAGNA Media Trials, in partnership with Warner Bros. Discovery, released“Closing the Gap: How Marketers Can Convert TV Buzz into Brand Action,” a new study that explores how the methodology from Shop HBO Max can help brands turn viewer interest into purchase.

"We’re living in the age of relevance, where timing, context, and convenience define the consumer experience,” said Derek Gatts, Vice President Ad Strategy and Innovation, Warner Bros. Discovery. “With Shop HBO Max, we’re connecting premium storytelling and intuitive shopping in the exact moment of inspiration, turning engagement into action. That’s why WBD continues to lead in shoppable entertainment, helping brands meet audiences where they are, when it matters most."

With 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 results.

The 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 brands).

Key takeaways from the study include:

• Today’s TV viewers are not just watching -- they’re buying.64% of streamers say they’ve purchased a product after seeing it in a TV ad (“often” or “occasionally”).
• Younger audiences move fast in making purchases.Gen Z and Millennials are significantly more likely to make same-day purchases after seeing a TV ad, proving that immediacy drives action.
• Mobile has become the go-to 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 ad.
• Context 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 non-contextual ads to 69% for contextually aligned ones.

From Insights to Action: What marketers can do right now:

• Shoppable 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 ads.
• 50% of viewers have experienced frustration trying to find products they’ve seen on TV, there is still room for brands to get creative and find innovative ways to connect with consumers through this ad format.
• According to the MAGNA and Warner Bros. Discovery Shop HBO Max study, brands whose products 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 (13-point lift) and brand favorability (69%) through highly effective ads.

To learn more and read the full MAGNA Media Trials report, click here.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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