Shoppable TV Hits Prime Time with Roku and Dentsu Data

THE SIGNAL

The Play

A new study from Roku and Dentsu reveals that shoppable TV ads are gaining serious traction—when done right. Viewers are more likely to engage with streaming ads that offer clear benefits like exclusive deals, product suggestions, or easier paths to purchase.

According to TV Technology, 72 percent of streamers say they pay more attention to ads that reflect their interests. Among those, nearly half are more likely to act if the ad helps them shop in a time-saving, user-friendly way.

The Context

The research, conducted by Luth Research on behalf of Roku and Dentsu, surveyed more than 1,000 U.S. streaming viewers. Although 83 percent said personalized ads are valuable, only 34 percent pay full attention when those ads show up. The gap suggests that simply targeting users isn’t enough—ads need to offer utility to drive real action.

Roku’s findings point to a trend that aligns with the broader evolution of connected TV: it’s no longer just about passive viewing. With the rise of platforms like Roku and Amazon Ads integrating shopping functionality into video, TV is becoming a commerce channel in its own right.

In a related move, Roku and Amazon Ads recently expanded their partnership to bring more scalable advertising options to streaming, reinforcing the idea that connected TV is now a serious player in the performance marketing mix.

The Takeaway

Shoppable TV is no longer just a novelty. It’s an emerging retail channel that requires thoughtful strategy.

• Value-first execution
  Ads that save time or offer clear perks outperform generic brand messaging. Utility is the hook, not just the call to action.

• Interactive formats work
  According to the Roku study, ads with interactive components lifted unaided brand recall by 58 percent. This proves viewers remember experiences they can touch—even if they don’t shop right away.

• Streaming becomes storefront
  As Roku integrates more ad tech and partners with top platforms, the living room screen could rival mobile when it comes to product discovery.

• From brand-building to buying
  Roku’s positioning as a commerce engine shows how traditional awareness campaigns are converging with shoppable formats that encourage conversion on the spot.

• Audience size meets precision
  Roku claims the largest authenticated connected TV audience in the U.S., allowing brands to scale reach while maintaining targeted accuracy.

The research suggests that the future of TV advertising lies in relevance, interactivity, and timing. As the walls between media, commerce, and entertainment continue to break down, marketers who embrace shoppable formats may find themselves closer to the moment of purchase than ever before.