How to layer interactivity into shoppable advertising at scale

Shoppable TV is drawing industry attention as advertisers push for measurable outcomes and platforms explore new ways to connect premium video to commerce. Bringing interaction on the largest screen in the home requires coordination between server-side ad delivery and client-side playback logic, combining scalable addressable infrastructure with device-level functionality that renders prompts, captures engagement signals, and initiates the path from viewing to transaction. By enabling interactive formats to be introduced without altering the underlying ad creative or disrupting ad delivery pipelines optimized for scale and reliability, this approach reflects a broader shift in viewer behavior. US consumers now spend nearly $300 each year on products they discover while watching TV (MNTN Research), reinforcing the role of the big screen as an increasingly important entry point for commerce — and intensifying the need for discovery to transaction workflows that are reliable, measurable, and friction-free.

Interactivity is delivered alongside the video stream through a dedicated signaling layer, enabling device players to render engagement cues independently of the ad creative and in a consistent way across platforms. At the device level, these elements are assembled dynamically within the player, with the layout adjusted to accommodate on-screen prompts that sit alongside existing branding without disrupting the viewing experience. Because these interactive components are generally template-based, publishers can enforce consistency and deploy shoppable formats across multiple campaigns with minimal operational overhead while still allowing for creative variation.

This architectural approach keeps the complexity of shoppable TV largely confined to the delivery and playback layers, making it easier for broadcasters to introduce interactivity without overhauling ad operations workflows or introducing new dependencies into creative production.

Why push-to-mobile is gaining ground

As interactive ad formats become more prevalent, attention has shifted toward engagement models that align with how viewers actually interact with television in the living room. When viewers are seated at a distance from the screen, engagement methods that require switching focus or navigating additional steps can quickly disrupt attention and reduce follow-through. Push-to-mobile interactions address this by allowing viewers to signal interest directly from the television using a single remote action, after which the follow-up is delivered to a personal device already optimized for browsing and transactions. In terms of completing the call to action, multiple studies indicate that remote control interactions tend to generate higher engagement and conversion rates than QR code scanning.

Once triggered, the system sends a message to the viewer’s mobile device that includes contextual information about the advertised product along with a direct link to the relevant commerce destination, allowing the purchasing journey to continue without interrupting content playback. When publishers can partner with retail and leverage cross user data matching, viewers can find their product directly into their cart, making it a very powerful scheme from a purchase conversion standpoint. From a user experience standpoint, this approach avoids many of the interface limitations associated with loading web pages directly on smart TVs, where navigation, text input, and authentication can create unnecessary friction.  In many cases, operators already have deep first-party relationships with customers through verified accounts, mobile interactions and existing communication channels, making them well-placed to manage these interactions..

Managing permissions, data, and second-screen experiences

Introducing shoppable TV at scale requires careful attention to how viewer consent is established and maintained, particularly when engagement extends beyond the television screen. While permissions for targeted advertising are already embedded within most service agreements, interactive follow-up messages introduce additional expectations around transparency and choice, which broadcasters and platforms must address directly.

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The format of these messages varies depending on the nature of the viewer relationship and the channels available, with early implementations typically standardizing on a single follow-up method per campaign, such as SMS or an app notification, to simplify deployment and measurement. Over time, as identity resolution improves and data strategies mature, these second-screen experiences can evolve to reflect viewer profiles and preferences, enabling more tailored commerce journeys linked to viewing context.

From a user consent perspective, a remote control click is generally treated as an implicit signal of interest in receiving additional information, which can simplify the subsequent authorization process.

Turning interaction into performance at scale

Shoppable TV extends the performance-oriented foundation established by addressable advertising, which enabled advertisers to reach defined audience segments without committing to broad, undifferentiated campaigns. By adding an engagement layer to this model, television becomes better positioned to support outcome-driven objectives that have traditionally been associated with digital channels.

For this potential to be realized, interaction events must be captured accurately and integrated into existing reporting and measurement systems, giving advertisers visibility into attention and engagement through signals such as remote interactions and companion-device responses. When shoppable formats are designed to work within standard SSAI and ad operations workflows, without requiring additional creative preparation or bespoke assets, they simplify campaign execution for advertisers and agencies while supporting more consistent deployment across platforms and devices.

As shoppable formats continue to mature, their success will depend on how effectively the ad tech ecosystem aligns around shared standards such as the IAB’s SIMID specification while maintaining operational simplicity. Fragmentation and incompatibility kills the user experience. And it limits the shoppable revenue that broadcasters need to keep pace with fast-moving digital platforms. When interactivity aligns with existing delivery architectures, shoppable TV will shift from experimentation to a repeatable, measurable extension of premium video advertising.

Olivier Karra, BroadpeakOlivier Karra is the cloud solutions marketing director at Broadpeak. His primary role is to define the roadmap for cloud and SaaS streaming solutions, on topics such as advanced monetization, personalization, FAST 2.0 and CDNaaS. His responsibilities also include market analysis, ecosystem positioning, as well as business model definition. Before joining Broadpeak, Olivier held a variety of roles at Harmonic, including solution marketing director for OTT and IPTV market segments, business development director for the VOS SaaS product line and technical sales manager for the EMEA region.