On paper, shoppable TV and video ads would appear to be a no-brainer: Take the brand-friendliest ad format of video, and attach a way for people to purchase the advertised product directly through the ad.

Shoppable TV and video ads remain a far-off dream beset by the complications of making them a reality in today’s market, according to agency executives. Issues run the gamut, from lack of standardization of how they are priced, to lack of performance and lower margins for the products that are sold.

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