Consumers don’t just use their phones to research the products they see on TV, they also use them to make purchases.
According to a recent study by Samsung Ads, 77% of smart TV owners say they frequently make mobile purchases based on the TV ads they see.
This behavior will continue through the remainder of the holiday season as Salesforce anticipates a high volume of mobile purchases. From December 23 to 25, 83% of web traffic and 76% of online purchases will be generated by mobile, Salesforce predicts.
Multi-screen mobile advertising. What appears in a TV ad has the potential to influence shoppers on their mobile devices. This is the key element of “shoppable” interactive TV ads.
According to the study, 30% of consumers say they use a QR code in a TV ad to learn more about a product. And 29% will use this code to make a purchase. Additionally, 23% participate in ad-based games or quizzes promoted by the brand.
This means that the majority of those who reported frequent mobile purchases do so without being prompted to scan a QR code or play a game. Gen Z consumers are 52% more likely to value QR codes and the links for more information, according to the Samsung Ads study.
Mobile wallets. Nearly a quarter (24%) of all global orders this holiday season will be made with mobile wallet payment options such as Google Pay, Apple Pay and PayPal, according to Salesforce.
Mobile wallet purchases increased 16% year over year for the week following Cyber Monday.
Why we care. Shoppable means different things in the digital advertising industry, depending on the client. Some clever TV commercials allow users to learn more about a product or purchase it with their TV remote control. For e-commerce, shoppable can mean by clicking on an ad or video posted by an influencerand being taken directly to a product that you can add to your cart.
What this holiday season proves is the heavy use of mobile devices to make purchases. A QR code in a TV ad can make the ad shoppable – it certainly does for the 30% of consumers who scan it. For many mobile users, just seeing the brand or product name in a compelling ad entices them to search on their phone anyway.
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